MTV Launches Indie-Culture Channel in India

"Pepsi MTV Indies"

The network's first branded channel in the country, Pepsi MTV Indies will focus on alternative music, film, art, street culture and fashion.

MTV has expanded its presence in India with a new channel about local indie and alternative culture, with a focus on music, film, art, comedy and other content. In a first for the network, MTV has partnered with a brand -- Pepsi -- to be the channel's title sponsor, as part of a three-year agreement.

According to an announcement by broadcaster Viacom18 -- an equal joint venture between Viacom Inc. and leading Indian media group Network18 -- Pepsi MTV Indies will launch later this month and will be available in 5.1 surround sound.

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Viacom18's bouquet of channels here includes flagship outlet MTV India, which largely focuses on Bollywood music, international music channel Vh1 India, and Comedy Central India, among others.

“India is moving from a collective to an individualistic content consumption habit," said Viacom18 group CEO Sudhanshu Vats. "The youth and music genre offers great opportunity for growth, and we’re sure that this move will help us build an ecosystem for creating a lot of live content as well.” 

“The majority of content will be from India, with a balance of about 20 percent offering a window to the world, in terms of showcasing what is happening globally in other indie subcultures,” MTV India business head Aditya Swamy told THR.

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The channel will showcase a variety of content, such as insights into iconic album art, a look at what happens backstage at major concerts, graffiti art, bespoke automobile design and avant garde fashion.

Swamy added that Pepsi MTV Indies will have a dynamic digital presence via the Web and social media, so that “people outside India can also have a taste of what is happening here, while reaching out to a larger audience that could also facilitate artist collaborations.”

Along with the channel's launch announcement, Pepsi also unveiled its new product packaging, global logo and visual identity.