Channel [v] aims to be ‘Bloody cool’; ropes in Lowe Lintas as creative agency

With the unveiling of its new look, new shows, new VJs and its new base line – ‘Bloody Cool’, Channel [v], owned by Star TV Network, has roped in Lowe Lintas as its creative agency to give it a leg up. Mindshare continues to remain the music channel’s media agency.

Fifteen years since its launch, Channel [v] has decided to revamp every aspect of its shows. The channel claims to have significantly increased the quantity and investments in its shows. With an aim to provide exclusive programming, the channel also claims to have covered every aspect of the shows, and in the next three months it is all set to launch six new shows, thus increasing the percentage of shows and reducing the music content to 60 per cent.

The new shows to be aired include ‘Exhausted’, ‘Dare to Date’, ‘Kidnap’, ‘Lola Sunday’, ‘School of Cool’ and ‘Campus Blog’. Of these, ‘Exhausted’ will be aired on August 22, 2009. While the marketing budget was not disclosed, exchange4media.com has learnt that Channel [v] will use all elements of the media mix (360 degree campaign) across seven cites. The channel will use all networks of Star to promote its new look.

In conversation with exchange4media.com, Prem Kamath, General Manager, Channel [v], said, “With the unveiling of a rejuvenated Channel [v], we have revamped every aspect of the channel, even the quantity of shows and its investments have been significantly increased as we need exclusive programming to attract the youth, and we have managed to cover every aspect of youth in our shows.”

“The audiences we are catering today are far beyond music and, therefore, even our content needs to reflect the youth and this is what we have aimed to put in our channel. The other interesting aspect is that, the creative aspects of the channel, that is, the designs, the characters and so on have been developed in-house,” he added.

Beginning, August 22, 2009 Channel [v] will also revamp its website, ‘channelv.in’, which claims not to be a reflection of its television channel, but the larger interests of the youth.