MTV Extreme - India's first rock music and adventure sports festival

1. MTV Extreme –India’s first rock music and adventure sports festival The entertainment industry which profits by catering to the mass entertainment requirements of people around the world, is ever-growing and ever-evolving. It involves providing some form of recreation to people belonging to different backgrounds, age groups, etc. After the invention of the television set, people hardly found the need to go outdoors in search of various forms of recreation. They preferred to sit at home and watch their favourite shows on the channels that were available to them. As time went by, the entertainment networks realized that there was a need to segregate channels according to the shows/programmes broadcasted on them. The change in the approach towards mass entertainment led to the emergence of youth-centric channels like MTV. MTV has been the iconic youth entertainment channel for many years now. It offers new-age entertainment that the youth of the country prefer today. The game shows, series and programmes on the channel have new and innovative themes and storylines that are appealing to the youngsters. It also sends out a loud and clear message to the youth about their duties and responsibilities towards the society and as citizens of India with their shows. They try to educate the youth about the various social evils that prevail around us, so that they may take the necessary steps in their personal lives to rid the country of these setbacks. Channels such as MTV Beatscater to the music preferences of young men and women. It hosts various shows and concerts that bring singers, composers, music directors, musicians and many other artists together on a common platform. Some of the shows on MTV Beats also attempt to revive the traditional folk music with fusion. Such attempts not only give the audience a chance to listen and appreciate traditional music, but are also instrumental in breathing life into older forms of the art that are on the verge of oblivion. The entertainment industry makes various attempts to involve their audience and interact with them on a face-to-face basis as well through different festivals for music, dance, art, sports, etc. One such event is MTV Extreme, a rock music and adventure sports festival held in India every year. The festival is a meeting point for both adventure sports enthusiasts and rock music lovers hailing from all over India and even overseas.