Music and Youth
MTV Beats increases share in music genre to 21% as it turns 5
Mumbai: Hindi music channel MTV Beats maintained the top position in the genre consistently with an average weekly time spent of 28 minutes per viewer. The channel garnered a total of 370 million viewers along with a total of more than 120 billion viewing minutes, further improving its genre share to 21 per cent as compared to 17 per cent the previous year.
This year MTV Beats completes five years since its launch. The channel has launched a month-long interactive campaign to celebrate its anniversary. It has launched a series of contests hosted by singer and pop icon Dhvani Bhanushali. The channel is giving away 62 prizes along with five bumper prizes to the winners of the contests.
The channel has found innovative ways of revamping some of their existing shows by going remote with zoom call shoots and phone-based footage, some shot by artists themselves. The popular show “Dil Beats Lockdown Love” witnessed a cumulative reach of 38.7 million viewers with a total of more than three lakh viewing minutes, shared the channel.
“MTV Beats’ journey has been exciting and exhilarating,” said Viacom18 head of youth, music and English entertainment Anshul Ailawadi. “Since its launch in 2016, the channel has demonstrated growth in the Hindi music genre by diving deep into consumer insights and upscaling its content to cater to its viewers. In the last one year, with realities changing daily, we have managed to keep our audiences thoroughly engaged with unique and original programming initiatives.”
MUMBAI: Mumbai is about to witness something it has never seen before. The Global Youth Festival arrives on 6-7 December at Jio World Garden with 15,000 attendees and 60-plus experiences sprawled across six sprawling arenas. On its sixth edition, this is no ordinary jamboree—it is a carefully orchestrated collision of wellness, adventure, arts, music, yoga and social change.
Chief Minister of Maharashtra Devendra Fadnavis will throw open the proceedings with a landmark ceremony, signalling the state’s backing for a movement that has already mobilised youth across 20-plus countries and 170-plus cities. The sheer scale is staggering: 500-plus volunteers powering the machine, 600,000-plus volunteer hours logged across previous editions, and millions of lives touched annually.
The speaker roster is formidable. Diipa Büller-Khosla and Dipali Goenka, chief executive of Welspun India, will share the stage with Malaika Arora in conversations spanning leadership, creativity and culture. Union Minister for Sports and Youth Affairs Mansukhbhai Mandaviya will also attend, reinforcing GYF’s reach into the corridors of power.
But this is not mere talk. The Solaris Mainstage promises concerts from renowned Indian artists. Innerverse delivers a 360-degree LED spectacle of art, technology and sound. The Love and Care Arena houses hands-on projects spanning women’s empowerment, child education, rural upliftment and animal welfare. India’s largest outdoor sound-healing experience awaits. An inflatable obstacle course, neon drifter karts and open-sky bouldering cater to thrill-seekers.
Some have branded GYF the “Coachella of Consciousness.” Others call it “India’s Largest Sober Festival.” Spiritual visionary Pujya Gurudevshri Rakeshji, who inspired the festival, will deliver the Wisdom Masterclass. Every rupee goes to charity.
After Mumbai comes Kolkata on 14 December. New York looms next year. For one weekend in December, Mumbai becomes the epicentre of youth-driven change—and nothing will be quite the same after.
Tickets available on BookMyShow. Visit youthfestival.srmd.org or follow @globalyouthfestival on Instagram.
