MTV India is the Indian version of MTV, a channel specialising in music, reality, and youth culture programming. It was launched in 1996 and is now part of the Viacom 18 Media Pvt. Ltd based in Mumbai, a 50/50 joint venture operation between Viacom Inc. and Network TV 18. "MTV India" is one of the oldest Music Television Networks in Asia. Music has always been distinctively recognized and acknowledged with respect to India, thus MTV India has been very successful in India. In fact, MTV India happens to be one of the most-popular music channels across the Indian subcontinent, having viewership shares in India and also countries like Bangladesh and Sri Lanka.