There is little doubt that India’s indie music scene, currently, is at its most vibrant phase, thriving largely on an increasing number of concerts, gigs and the internet. But it has now found an unlikely patron in a full-time television channel. MTV@India, that has lately been trying to win back a large section of their audience — the youth — with more programmes that appeal to them with shows such as Roots, Soundtrippin, Unplugged and Coke Studio will soon launch a music channel dedicated to indie music. Although the channel, named Pepsi MTV Indies, will focus on shows around Indian and international indie musicians, it will also showcase other independent art forms, such as films and visual arts. Expected to go on air sometime in February, it will also mark Pepsi’s foray into television production. The soft drink company isn’t merely a sponsor, but is also co-branding the endeavour.
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