Taking their three-year deal a step further, MTV India and PepsiCo India recently launched a 24-hour music channel for independent musicians. Called Pepsi-MTV Indies, the channel seeks to cater to the emerging indie music market.
Planning to stay away from film music, the paid channel will source indie music albums from around the country. The channel, available in both SD and HD formats, can be accessed on TV, mobile phone and web. The channel will be available at the end of February. Homi Battiwala, Senior Marketing Director (Colas, Juices and Hydration) at PepsiCo India said that the channel will also focus on art, and targets to tap into an emerging indie sub-culture among young viewers. “Our target audience is the young viewer.
We’re just inching closer to building a cult,” said Battiwala. Music channels in India are bleeding with dried up advertising revenues. However, paid distribution channels and availability on newer platforms like mobile and web will help, says Battiwala.