Music and Youth
MTV Beats witnesses 50% growth in viewership as it turns 2
MUMBAI: India’s fastest growing Hindi music channel MTV Beats has completed 2 years as the channel continues to top charts amongst the music enthusiasts in India. Registering a growth of 50% in only a year (2+ HSM Week 45’17 vs Week 45’18) MTV Beats’ differentiated programming and innovative integrations have led it to emerge as the one-stop shop for Bollywood music.
“This year, MTV Beats has doubled its growth and engaged with a captive audience that includes 50% of TV viewing universe in India*. Despite being in a highly competitive category that offers little or no variety in content, the channel stood out for its interactive formats and well-crafted concepts. As we continue our growth strides, MTV Beats promises to be consistent in its offerings, continue the momentum and fuel up the joy that good music lends to our viewers.” Said Ferzad Palia, Head – Youth, Music and English Entertainment, Viacom18.
With an aim to trigger habitual viewing for Hindi music, MTV Beats constantly curated thematic playlists and varied programming offerings. The channel’s stellar property, ‘Baba Ki Chowki’ hosted by ace comedian Dr. Sanket Bhosale has garnered 250mn+ viewers with Bollywood biggies such as Salman Khan, Ranbir Kapoor, Ranveer Singh, Varun Dhawan, Alia Bhatt and Katrina Kaif doubling up the madness over 64 episodes. Further amping up the Bollywood quotient, MTV Beats has launched ‘Secret Side’, hosted by singer-performer Akasa, a show that taps into the hidden passions of celebrated musicians. Artists such as Mika Singh, Sukhwinder Singh, Papon, Shalmali Kholgade, Shaan, Benny Dayal and Kanika Kapoor have already been a part of the show and have shared their ‘Secret Side’ unabashedly. Within a span of only 3 months, the show has garnered the attention of over 66mn viewers across the country. MTV Beats also pushed the envelope with India’s 1st live request show – ‘Merawala Song’, which was launched aimed solely at engaging the channels discerning viewers.
Taking the birthday celebrations a notch higher, MTV Beats launched – Swag Nights, a curation of 400 + Bollywood Nights across India, launched at Tamasha (Mumbai) to kickstart the #BeatsTurnsTwo celebrations, ensuring that you never run out of music and masti! The brand is also extending the celebrations to leading corporates, with mega parties in trade offices this month. Since MTV Beats appeals to those jinke blood mein hai beat, the brand has launched a blood donation drive in partnership with Indian Red Cross Society, urging consumers to support the cause.
Music and Youth
TLC launches ‘World On My Plate’ with Shipra Khanna
New travel-food series premieres 29 March at 7:00 PM.
MUMBAI: Shipra Khanna just packed her bags and her flavours because when a celebrated chef takes you on a global plate tour, even the couch starts feeling like first-class. Warner Bros. Discovery India has announced the launch of World On My Plate with Shipra Khanna, a new travel and food series set to premiere on TLC on 29 March at 7:00 PM. Hosted and curated by the popular chef and television personality, the show blends food, travel and culture through an intimate and immersive lens.
Across three visually rich episodes, Shipra journeys to global destinations to explore not just what people eat, but why they eat it, uncovering the stories, traditions and human connections behind every dish. The series opens in London, weaving its iconic landmarks with diverse culinary scenes, before moving to Spain’s vineyards, olive orchards and coastal kitchens.
Warner Bros. Discovery head of advertising revenues for South Asia Tanaz Mehta said: “At TLC, our focus has always been on bringing authentic stories that reflect how people live and connect. World On My Plate builds on this by using food as a lens to explore shared traditions across geographies. We’re excited to collaborate with Chef Shipra Khanna, whose perspective brings both depth and relatability to these narratives.”
Shipra Khanna added, “Food has always been my way of connecting with people and understanding cultures. With World On My Plate, I’ve had the opportunity to step into new worlds, learn from incredible individuals, and share stories that go far beyond the plate. This show is very special to me.”
The series promises strong visual storytelling, meaningful interactions and a fresh perspective on global cuisine celebrating flavours alongside the emotions and traditions that shape them.
In a world where travel shows often feel like distant postcards, Shipra Khanna is serving up something far more personal: a passport to cultures through their kitchens, proving that the best way to understand a place is still through the plate. Tune in to World On My Plate with Shipra Khanna starting 29 March at 7:00 PM on TLC.
