[V] can do it
Star TV's music network stages a spectacular recovery in 2010.
First a flashback. For much of the last decade, STAR TV's music network Channel [V] seemed to be hitting all the wrong notes. Bruised and battered by the growing competition, the channel was groping for direction at the bottom of the heap.
And then it went in for a makeover in September 2009. Fresh programming, fresh faces as VJs and a new punchline, "Bloody cool". Its rivals remained cool, not turning a hair, aware of the difficult task ahead for the channel. But a year down the line, quietly, and almost unnoticed, [V] has surged back into the reckoning. Its ratings have gradually improved in 2010. In September, it actually edged past Viacom 18's MTV.
At the heart of its success, asserts the channel, is its revamped programming and content. The channel u n d e r t o o k a comprehensive survey covering 22 cities to better understand its target audience - the 15 to 24 age group. "The research did a deep dive into various aspects of a typical youngster's life," says Prem Kamath, Executive VP and General Manager, Channel [V]. The channel launched 24 youth-centric shows, such as Dare to Date, Lovenet and Truth-Love-Cash on dating and romance. Most of these shows have enjoyed high ratings and are now being brought back for a second season. "We have attempted to transform from a 'music-only channel' to a holistic youth entertainment channel. From a channel that showed music videos 95 per cent of the time, we have brought it down to just 20 per cent now," says Kamath.
Rival MTV acknowledges Channel [V]'s turnaround story, but points out that [V] has gone down the road already taken by MTV earlier. "They have also gone down the non-music route and have interesting shows and content which are working for them." says Aditya Swamy, Head, MTV India. The changed programming by [V] also gets a thumbs up from Amin Lakhani, Principal Partner at Mindshare Fulcrum, a media investment and management group. "The channel has invested in content, the distribution system is in place, and there is a healthy balance of music and other shows," says Lakhani.
The channel is now moving beyond television to make the brand more visible. It has tied up with premium hair salon Juice to launch Juice Lite in the metros, which is a pocket-friendly version of Juice salons for the youth. It will also launch a chain of V Cafes by January 2011 in New Delhi. MTV seems to be unperturbed by [V]'s new-found aggression. "We have moved beyond TV and music, and we operate and connect with our audience through TV, web, mobiles and cinema. We are not just competing with channels, but all brands that connect with the youth," says Swamy. Agrees Lakhani: "MTV is a stronger youth brand." Channel [V] still has a lot of catching up to do with MTV. But, for the moment, it seems to be on the right track.
And then it went in for a makeover in September 2009. Fresh programming, fresh faces as VJs and a new punchline, "Bloody cool". Its rivals remained cool, not turning a hair, aware of the difficult task ahead for the channel. But a year down the line, quietly, and almost unnoticed, [V] has surged back into the reckoning. Its ratings have gradually improved in 2010. In September, it actually edged past Viacom 18's MTV.
Rival MTV acknowledges Channel [V]'s turnaround story, but points out that [V] has gone down the road already taken by MTV earlier. "They have also gone down the non-music route and have interesting shows and content which are working for them." says Aditya Swamy, Head, MTV India. The changed programming by [V] also gets a thumbs up from Amin Lakhani, Principal Partner at Mindshare Fulcrum, a media investment and management group. "The channel has invested in content, the distribution system is in place, and there is a healthy balance of music and other shows," says Lakhani.
The channel is now moving beyond television to make the brand more visible. It has tied up with premium hair salon Juice to launch Juice Lite in the metros, which is a pocket-friendly version of Juice salons for the youth. It will also launch a chain of V Cafes by January 2011 in New Delhi. MTV seems to be unperturbed by [V]'s new-found aggression. "We have moved beyond TV and music, and we operate and connect with our audience through TV, web, mobiles and cinema. We are not just competing with channels, but all brands that connect with the youth," says Swamy. Agrees Lakhani: "MTV is a stronger youth brand." Channel [V] still has a lot of catching up to do with MTV. But, for the moment, it seems to be on the right track.
