MTV India goes Bollywood

HONG KONG — In an effort to attract younger viewers, MTV India is making Hindi film songs the backbone of its new playlist.

The channel said clips from Hindi musicals and Indian pop music will together comprise more than two-thirds of the videos. It also plans to launch five new shows and new VJs by the end of September.

When MTV launched its India-specific beam late last year, it mainly played Hindi pop and international musicvideos.

“Making this change is fundamental to taking MTV India to new heights with young audiences,” said Sunil Lulla, the channel’s general manager, creative.

“The film clips are selected with the youth in mind and will be played in MTV’s signature style,” said director of programming Mishal Varma.

MTV India reaches more than 6.2 million homes via cable.

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