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.”