MTV Beats

MTV Beats was an Indian pay television channel dedicated to showing Hindi music videos 24×7 with a focus on Bollywood for an audience between the ages of 15 and 30. The channel was owned by Viacom18 under a license agreement with Paramount Networks EMEAA. MTV Beats was discontinued on March 15, 2025.

History

In September 2016, Viacom18 announced MTV Beats as a replacement for the Pepsi MTV Indies channel, with content migrated to the Internet. On 7 September 2016, MTV Beats began broadcasting featuring curated music playlists combined with themed shows and interactive features allowing public voting through the website, SMS and calls. In its second year of broadcasting, it recorded a 50% increase in viewership and the Blood Mein Hai Beat in collaboration with the Indian Red Cross Society. and organized a blood drive using the slogan. The channel used to select an "Artist of the Month" and got exclusive programming in his honor during the month.
The channel ceased broadcasting on March 15, 2025.