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Media giant, Viacom18, has tapped into the region’s Indian expat community and recently launched MTV India in the region.
The music television station’s launch was announced by IndiaCast, which is a joint venture between TV18 and Viacom18.
The channel was already available in Qatar and the US, Singapore, Australia and New Zealand but is now available throughout the rest of the Middle East and North Africa (MENA).
MTV India features music and youth reality content from India in Hindi language and will complement Viacom International Media Networks’ MTV Arabia, which services MENA with Arabic and international music as well as a variety of entertainment content.
MTV India is aimed at young adults aged 15 to 34, with a collection of music programming, talk shows, fashion and style shows, Bollywood-style humour shows and adventure shows. MTV India’s popular television programmes include MTV Roadies, Roots and Splitsvilla.
This marks IndiaCast’s second channel in the MENA region after its flagship channel COLORS, which launched in September 2010.
Gaurav Gandhi, chief commercial officer of IndiaCast, said: “Indians are passionate about their music and Hindi music in particular has a huge following both in India and overseas. The launch of MTV India in the Middle East and North Africa region, will give an opportunity for the South Asian and other audiences to connect with the Indian music and reality programming that they love most. MTV India is our second brand in the region and we intend to grow our presence here with more offerings from our extensive news and regional channel portfolio in the near future.”
