Soft drinks giant PepsiCo and youth MTV India joined hands in a first of its kind alliance to launch a 24-hour indie Pop channel ‘Pespi MTV indie’. It will air locally sourced pop music from leading local languages. The companies said for both of them this is the first instance of such a tie-up anywhere in the world. The channel will be available on TV, mobile, web, and at other on-ground live events. MTV India is a part of Viacom 18 in India.
Adity Swamy EVP & Business Head at Viacom 18 said that being a paid channel, the going will be easier as the increasing digitisation and deepening penetration of the mobile and the Web will help the channel break-even much earlier than a normal general entertainment channel (GEC), Swamy said, adding a good number of his existing clients have already keen on joining the channel.
On the content, Swamy said: "20 per cent will be custom made by the channel, while 50 per cent will be music albums and the rest will be licensed from Indie artists." The channel has already sourced 500 Indie albums, indicating the large content pool available. A normal Bollywood-based music channel owns just about 150 albums but we will not have anything to do with film music," he added
Source: http://cablequest.org/news/channel-launch/item/4219-pepsi-mtv-launches-new-tv-channel.html
Source: http://cablequest.org/news/channel-launch/item/4219-pepsi-mtv-launches-new-tv-channel.html
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