How is MTV Beats ushering in the future of music?

1. How is MTV Beats ushering in the future of music? The youth of a country are its most valuable asset. All countries, especially those at the brink of achieving development such as India, require young blood to fuel the progressive changes that could lead their nation. However, due emphasis should be given to the fact that the youngsters are also at a highly impressionable stage in their life. It is at this time that they form their own opinions and ideas and make life-changing decisions for themselves. Their thoughts and actions are instrumental in shaping their own as well as the nation’s future. Often, the opinions they form and actions they take are results of their surroundings. It is also a result of the information they are served through various mediums including TV. So, it becomes important for the media to produce valuable and unbiased platforms for youth entertainment. The tastes and preferences of youngsters are very different from other age groups. They prefer to watch programs that they can relate to on a day-to-day basis. Moreover, they also like music and other forms of art that is more contemporary. Hence, they need a separate channel on the entertainment network that caters to their exclusive tastes. Viacom 18 has been successful in launching a number of channels such as MTV that specifically target the young India. MTV has been one of the most iconic youth entertainment channels. It broadcasts shows with plots that a youngster can relate to, and game shows that are quite entertaining. Moreover, it sends out a loud message of the social responsibility that the young have towards the country. It has been instrumental in using social media as a means to educate people about their rights and duties. It would not be incorrect to say that it is because of such channels that the youth has become more aware and responsive towards the evils in our society. Keeping in mind the kind of music that the youth are fond of, Viacom 18 launched MTV Beats too. It broadcasts many shows that allow artists and musicians to fuse and merge their music to create something new and brilliant. With this contemporary channel, the youth are also being driven to experiment with music and explore the territories beyond Bollywood.