MUMBAI: Mornings are the time when everyone looks to pump up and rejuvenate themselves for the day ahead and nothing helps unwind like good music. MTV Beats, India’s 24X7 Hindi music channel extends happy hours for music by introducing Ad-Free Mornings from 7.30 AM – 11.30 AM. For the first time ever on Indian television, the newly launched segment guarantees uninterrupted entertainment for FOUR HOURS to its viewers. The brand through its series of eight quirky videos showcases TVCs that gets washed out before it ends to highlight ‘Ad-Free’ content advocating a seamless viewing experience.

Taking the uninterrupted affair, a notch higher, MTV Beats will also play favorite tracks of the renowned Indian musicians. The channel has always kept its viewing experience at forefront by constantly evolving their packaging, format and engaging with its audiences. People like to tune in for a dose of fresh music while working out, rushing to work and doing their morning chores.

Bringing its quirky appeal to their audience, the brand has opted for Ad- Free Mornings to keep energy levels elevated and add a dash of exhilaration to dull mornings.

Speaking about the latest development, Viacom18 Media Pvt. Ltd, Head Youth, Music and English Entertainment, Ferzad Palia commented, “We understand that our viewers look to music on MTV Beats to set their mood in the morning. So, we have decided to give our viewers an uninterrupted viewing experience through Ad – Free Mornings. We have created a series of quirky TVCs to highlight our new offering and propagate the philosophy of Ad- Free Mornings. It is important to introduce fresher content and experiences for our audiences in order to keep them engaged with the brand.”

The campaign ads will be played across network channels i.e. Vh1, COLORS INFINITY, Comedy Central, Rishtey, Rishtey Cineplex, COLORS, COLORS Marathi in addition to MTV Beats.

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