MTV to launch Indian indie channel

Rebecca Hawkes | 06-02-2014

Pepsi MTV Indies, a new independent music and sub culture TV channel for India, will be launched by Viacom18 Media later in February.

The 24-hour, cross platform channel will also cover independent films, art and comedy.

"At Viacom18, we believe in sharper segmentation whether it pertains to the genre, the audience or by markets. Indies is a move that further strengthens our bouquet of varied offerings," said Sudhanshu Vats, CEO, Viacom18 Group.

"India is moving from a collective to an individualistic content consumption habit," he said, adding "the youth and music genre offers great opportunity for growth. We're sure that this move will help us build an ecosystem for creating a lot of live content as well".

Pepsi MTV Indies will be available on direct-to-home (DTH) satellite TV services and cable TV networks, as well as via iOS and Android mobile apps and an Internet platform.

With video streaming, users can create playlists and share gig updates, with concerts and festivals a key factor of the channel.

"Our partnership with Pepsi is the start of a brand new chapter in the entertainment landscape of India. We are excited about leading the change from sub culture to pop culture," said Aditya Swamy, business head, MTV India.