Channel [v] to go without Bollywood music

Channel [v] has made a paradigm shift in its offering and will discontinue all music slots in its programming effective July 1, 2012. This marks a major transition, as the channel is set to consolidate its position in the youth entertainment genre.

Investing in original content over the last three years and specifically on daily fiction over the last 14 months has paid rich dividends in viewership. Although significantly more expensive, this content strategy is distinctly more sustainable and would appeal to the urban as well as non-metro audiences.

Speaking on the development, Prem Kamath, Executive VP & GM, Channel [v], said, “Channel [v] has always been a youth centric channel. Five to six years ago music was a good gateway to target the youth, but as times have changed, their tastes have also evolved to a different programme mix. This shift in programming strategy is rooted in our continuous effort to remain a unique entertainment destination for the youth. We recognise the affinity the youth have developed for our shows and we can only oblige them with greater hours of these preferred shows.”

He further said, “As for music, it can never go out of the youth DNA. This, by no means, is a move to distance ourselves from music; instead we will continue our on-ground and on-air properties that are based on music. We will simply stop airing a slot of Bollywood music.”

In an effort to increase weekly hours of original content, Channel [v] shall convert the teen crime show, ‘Gumrah – End of Innocence’, into a daily from Monday to Friday at 8 pm, which currently is a one-hour show every Sunday. Additionally, they will launch their fourth fiction, ‘The Buddy Project’, on July 23, 2012 that will occupy the 6 pm slot on weekdays.

This new genre of programming is expected to position Channel [v] as an exclusive youth entertainment channel across India to which the youth of India would identify with and tune in for entertainment. Radio, social media and mobile in addition to mass media would be the main platforms used to create a buzz about the channel’s new move.