Why India should see more of MTV Xtreme?

1. Why India should see more of MTV Xtreme? Viacom18 is one of the fastest growing entertainment networks in India. It is a joint venture of Viacom group of America and TV18 of India, aimed towards catering to the needs of the Indian audiences. The network has many channels under its umbrella, but their most popular launch is MTV India with which they stepped into the musical arena of the Indian television sector. Their primary intention was to bring global music to the TV screens of the Indian household. It is said that there is no music industry in India if one compares to the success rate of artists in the West. Viacom18 wanted to change that and introduced MTV Xtreme– a platform or rather a music festival for both national and international artists to rock and jam together! Although it could not see the daylight post its conclusion back in 2015, it was a step from the Indian media giant that is worth mentioning. With the advances in both consumer behavior and technology, the average Indian currently has more access to good quality music entertainment than ever before. Listening to their favorite track anytime, anywhere via paid apps or through streaming services might sound like a death sentence for music channels, but Viacom18 had an answer to this as well. They went ahead and launched MTV Indies, a channel dedicated to independent artists scattered across India. Believe it or not, back in the day, only a handful of people knew that India has its own rock and pop culture. MTV Indies made headlines pretty soon as quite a few artists and bands found the much-needed limelight after launching their music videos and songs on this channel. Although the channel did not run long, Viacom18 made sure that their youth music portfolio was backed with the launch of MTV Beats. MTV Beats is a 24-hourrunning music channel, catering to Hindi music lovers. It is targeted at the youth of India with the programs and content designed to appeal the 15 – 30 age groups in urban and rural settings. The programs are designed weekly and themed around moods making viewing music videos more relatable than ever before! One must hand it to Viacom18 for their initiatives to let the Indian youth experience pop culture and turn it into a commercially/socially successful phenomenon.