MTV, PEPSI TO LAUNCH NEW INDIE MUSIC CHANNEL

Pepsi-MTV-IndiesWhile the common narrative decries the death of music TV in this millennium, Indian indie artists may have a good reason to smile.

Thursday the 20th of February will see the launch of a new channel in India called Pepsi MTV Indies. As the name suggests, it will cater to indie music lovers (yes, including hip hop), which is a clear sign of how the non mainstream music scene has grown over the past decade.

The channel which is a joint venture between Viacom, Network 18 and Pepsi, is positioned as a platform for independent sub-cultures including music, independent films, art, comedy and more.

For a long time, followers of the indie scene have complained of neglect by the giant entertainment outlets, accusing them of only catering to Bollywood and foreign content creators. MTV Indies is clearly aimed at that market segment which is dissatisfied with the current offerings on TV.

The new channel is set to be launched with pomp tomorrow in Mumbai and top indie bands including Mumbai based hip hop, reggae, funk outfit Bombay Bassment are expected to grace the stage for the occasion.

It just might be time to get off Youtube and back to watching music on TV.


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