Thakur
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MUMBAI: When pop culture channel MTV took the sub-culture road with the launch of Pepsi MTV Indies, it made a risky bet because the attempt looked like carving a niche within a niche.
Music being a niche genre itself, launching another music channel with a different focus seems anything but prudent.
However, the channel claims it has gained some ground over the months, and plans to get more converts from the world of pop culture.
The plan now is to be present in more places, take the content beyond the metros, and become more active digitally. Going ahead, events will form a major part of the offering.
Asked what lies in the year ahead, MTV India and Pepsi MTV Indies EVP and business head Aditya Swamy says, “The question is how to take indie music to people who are not exposed to it.
MTV is the world of pop culture; Indies is the world of sub-culture.
I want more people from the world of pop culture to come and experience sub-culture.”
“We are trying to build a clear brand filter between MTV and Indies, and our promos on MTV are meant to drive audience. Besides, we run an Indies block on MTV,” Swamy says.
There are also plans to take the four-day music festival Spiro to smaller cities, maybe not in the four-day format but as a one-day affair.
Read more at:
http://www.televisionpost.com/television/pepsi-mtv-indies-to-be-present-in-more-places/
Music being a niche genre itself, launching another music channel with a different focus seems anything but prudent.
However, the channel claims it has gained some ground over the months, and plans to get more converts from the world of pop culture.
The plan now is to be present in more places, take the content beyond the metros, and become more active digitally. Going ahead, events will form a major part of the offering.
Asked what lies in the year ahead, MTV India and Pepsi MTV Indies EVP and business head Aditya Swamy says, “The question is how to take indie music to people who are not exposed to it.
MTV is the world of pop culture; Indies is the world of sub-culture.
I want more people from the world of pop culture to come and experience sub-culture.”
“We are trying to build a clear brand filter between MTV and Indies, and our promos on MTV are meant to drive audience. Besides, we run an Indies block on MTV,” Swamy says.
There are also plans to take the four-day music festival Spiro to smaller cities, maybe not in the four-day format but as a one-day affair.
Read more at:
http://www.televisionpost.com/television/pepsi-mtv-indies-to-be-present-in-more-places/
