Contemporary Hindi music channel MTV Beats from Viacom18 has announced the launch of a dedicated slot for young and upbeat Punjabi music. Named ‘Punjabi Beats’, the dedicated break-free, 30-minute slots will air on MTV Beats and Beats HD starting August 10, every day at 11am and 4:30pm. Punjabi Beats will feature non-Bollywood, popular independent Punjabi songs and new Punjabi releases from prominent artists.
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Vikas Boni, Head, MTV Beats, Business Planning and Content Partnerships, Youth, Music and English Entertainment, Viacom18, said, “Punjabi music is an instant favourite and is the next most popular genre after Bollywood music among the youth. In this lockdown period, MTV Beats has seen substantial growth with 25% increase in viewership*, which is backed by innovative and original music content. With a dedicated bloc like Punjabi Beats, our line up becomes even more exciting for viewers. It will further strengthen our position as the most loved contemporary music channel in the country.”
The Punjabi Beats slot will also have an interesting in-show vignette, Punjab Di Boliyaan, where different artists will take up one typical Punjabi word such as “Siyaapa”, “Patola”, Chhetti, “Gedi and tell viewers what it actually means. The channel has already on-boarded popular artists such Gippy Grewal, Tony Kakkar, Sukh-E, Bohemia, Milind Gaba for the Punjab Di Boliyaan vignette. MTV Beats has partnered with music labels such as Sony Music, VYRL Originals, Humble Music, White Hill Music and Desi Melodies for Punjabi Beats.
During the lockdown phase when there was a complete halt on shoots of music videos, MTV Beats remained the go-to brand for music labels and artists and managed to capture and promote new songs and albums. MTV Beats premiered six exclusive songs, while music properties like Fresh Beats and MTV Beats Discover premiered 13 and 12 new songs. The channel was also home to original programming amid the lockdown and launched four properties, namely MTV Beats Pyaar Karo Na, MTV Beats Sessions From Home, Dil Beats Lockdown Love with Darshan Raval and MTV Beats Baba Ki Chowki Lockdown Edition.
MTV Beats and Beats HD are available on all DTH and cable platforms priced at 10 paisa and Re 1 per month, respectively.