MTV made its debut in 1991 when its distributor in India was the Hong Kong-based Star Network. Its India-specific operations started only in 1996 with the launch of `MTV India`. MTV is the most popular music channel in India. It is a 24-hour music channel that primarily caters to viewers in the age group of 15 to 34 years. MTV India features 70% Indian music and 30% international music. MTV India has consistently positioned itself as a youth channel, catering to the Indian youth with its mixed offerings of music, humor and fashion. MTV India has largely localized its programming content by showing more India-based programmes, which is a major departure from MTV`s earlier avatar in 1991, where it showed mostly international programmes and international songs. MTV now.

Apart from being a music channel also hosts a number of award shows which are funky and appealing to the younger generation. These award ceremonies like MTV Immies and MTV India style awards are hugely popular. Mtv also hold the MTV Latin America awards, which are aired, to more than 24 countries. It caters to the interests and passions of 15-34 year olds, offering them an exciting mix of music and non-music programming (Bollywood, adventure, humor, fashion & style and fiction), presented in its inimitable style by Indian VJs.

MTV has also launched MTV Desi, a new cable and satellite channel targeted at South Asian American youth. The network, currently available on DIRECTV as part of the satellite platform`s Hindi Direct package, is the first offering from MTV World. MTV is gifted with a unique positioning, `M,` which can stand for anything (music, masti) that is key to the life of youth. While we will be in the youth territory and reflect their attitude and views, the `M` in MTV would also represent `marketing.` Not only does this channel offer its target audience differential programming, but also offers its clients a 360-degree platform to reach their target audience through the channel itself. MTV is quite dissimilar to an average TV channel. While most of them outsource content, MTV has their own studios and their talent is also in-house. This gives the channel the flexibility to create content which is close to their target audience. Programmes like MTV youth icon and MTV roadies are hugely popular among youngsters.

MTV has always had an array of VJ`s for its channel. The most famous among them is Cyrus Barocha, the host of MTV Bakra, a hugely successful series, and other talk shows on MTV. Nikhil Chinappa, Maria, Rahul Khanna and Cyrus Sahukar are other popular VJ`s of this channel. The programme `Piddhu ka Khel`, hosted by Sahukar is immensely popular among all generations. MTV had also organized a VJ hunt. It cues strongly into MTV`s aim: to connect with the youth. And with its channel philosophy to provide windows of opportunity to the youth, naturally to connect with them better. This is an excellent way to connect, since it takes the endeavor beyond the TV screen out on to the streets.

For the 6th consecutive year, MTV was named The World`s Most Valuable Media Brand by Business Week & Interbrand`s 2005 Best Global Brands study.