MTV cuts music in India, goers mainstream
Chris Forrester

MTV is THE world’s music channel. Normally. But MTV India has decided to cut back dramatically on its music output. Currently some 70% of the MTV India’s time is devoted to music. That will spectacularly change by year-end.

However, the idea when examined is not that foolishly radical. The idea is to exploit the channel’s position and influence amongst younger viewers and move more towards entertainment for this youthful market.

"We are styling our content beyond 'only music'. We have already reduced our music content to 45% and plan to further bring this down to 25% by year-end," said MTV India GM and SVP creative and content Ashish Patil, according to local website

“It was a natural evolution for us from being a music to a ‘music ++’ channel and now, to a ‘youth adda’ format. The strategy was based on consumer as well as business needs,” said Patil. “After a very thorough research, we came to know that there is huge need gap in the youth market. Youth, today, want much more than just music. They want to see fun, thrill, fashion, lifestyle, passion, romance, et al. So that was the consumer need. Also, businesswise, the music pie was shrinking,” he added.