Bengaluru: The shutdown of iconic music channels VH1India and MTV Beats on March 15 has left Bengaluru’s music community nostalgic. Launched in 2005, VH1India introduced audiences to global artists across genres.
“For many of us, these channels were the only way to discover international legends like Metallica and Guns N’ Roses. The Top 10 countdown and viewer-requested songs built a real connection,” recalls Vasu Dixit from Swarathma.
Rapper Brodha V credits VH1India’s Hip Hop Hustle for introducing him to global hip-hop. “I went from watching the channel to being featured on it,” he says.
Shift in Music Consumption
Unlike TV’s curated playlists, social media algorithms personalize recommendations, changing the way music is discovered. “Anticipation made watching TV exciting. Now, people just skip songs they don’t like,” notes Vasu.
Rajeev Rajagopal of Thermal And A Quarter reminisces about the 90s when international concerts in India were rare. “MTV Beats launched when I was in college, and it introduced us to a whole world of music.”
Cultural Impact & The Digital Age
For many, VH1India and MTV Beats were more than channels—they were cultural movements. “They unified niche music lovers,” says Eben Johnson of All The Fat Children. However, digital platforms now empower artists to reach audiences globally.
Viacom18 shut down the channels due to declining TV viewership, marking the end of an era.
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