Viacom’s music platform, MTV and PepsiCo’s flagship soft drink, Pepsi have come together to launch a youth channel under the MTV banner in India. The launch which is yet to be officially confirmed will have both MTV and Pepsi’s logos on the screen and will target the youth.
This would be the first time such a deal has been struck between a soft drink company and a music platform. Senior executives from both companies for now have confirmed that such a deal is in fact in the cards. A senior official from MTV has been quoted, “MTV has grown its franchise with several brand extensions, including niche channels. In a pay-TV environment, it is a profitable business model. Given our strong legacy, this is a good time to launch another MTV channel.”
MTV is a global brand but was launched in India in 1996. It is the ongoing digitisation drive in India that has allowed for several niche channels to crop up in the country in the last one year.
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