India’s fastest growing Hindi music channel MTV Beats has completed 5 years of entertaining its audience with engaging programming and exciting innovations.

The ultimate destination for music aficionados, MTV Beats has been the perfect excuse to dance and party for a half-decade. To celebrate the loyalty and love of music lovers, which close on the heels of celebrating its 5th anniversary with its month-long interactive campaign with the symphony of the contest with a silver lining of exciting prizes.

The campaign is hosted by Bollywood singer and pop icon Dhvani Bhanushali, and the channel is also giving away 62 prizes along with 5 bumper prizes.

This year, when the music turned out to be one of the most powerful escapes, MTV Beats’innovative programming has led the channel to maintain its No1. position in the music genre consistently enjoying an average weekly time spent of 28 minutes per viewer.

Consolidating its position further, the channel also garnered a total of 370 million viewers along with a total of more than 120 billion viewing minutes, further improving its genre share to 21 percent as compared to 17 percent in the last year.

To refresh its audience, the channel even figured out the innovative ways of revamping some of their existing shows by going remote with zoom call shoots and phone-based footage, even some shots are done by Artists themselves, the company said in a statement.

The channel has its popular show ‘Dil Beats Lockdown Love’ which witnessed a cumulative reach of 38.7 million viewers with a total of more than three lakh viewing minutes. The show has a unique growth story throughout the pandemic, MTV Beats truly beat the drum for the universal magic of music and became the go-to destination for Hindi music.

In a constant endeavour to dominate the category with innovative IPs such as ‘MTV Beats Teri Meri Baatein’, ‘MTV Beats Artists of the Month’, ‘MTV Beats Most Searched’, and ‘World Music Day LIFT UP’, the channel continues to address the ever-evolving entertainment needs of its audiences, and offer a slew of robust content pieces across an array of genres.

Commenting on the successful completion of 5 years, Anshul Ailawadi, Head, youth Music and English Entertainment, Viacom18 said, “MTV Beats’ journey has been exciting and exhilarating. Since its launch in 2016, the channel has demonstrated growth in the Hindi music genre by diving deep into consumer insights and upscaling its content to cater to its viewers.”

“In the last one year, with realities changing daily, we have managed to keep our audiences thoroughly engaged with unique and original programming initiatives. Right from organizing World Music Day LIFT UP to curating unique shows such as MTV Beats Teri Meri Baatein, the channel has bought a refreshing outlook to the category.”

“With robust content plans, MTV Beats has strongly led the category with its innovations during the pandemic. The response received from our viewers is also a testimony of their affinity towards the brand. We are motivated to carry on the legacy of curating the unique content as a way forward for the brand to remain as the ‘ultimate Hindi music entertainment destination’,” Anshul added.