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Breaking News : Channel V will discontinue playing music videos
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#1
In a drastic deviation from its original premise, Star India’s Channel V will discontinue playing music videos from July 1. This move is part of its strategy to strengthen its position as a youth entertainment channel, a change in programming that it started nearly three years ago.

Mr Prem Kamath, Executive VP & GM, Channel V, said, “We will stop airing slots of Bollywood music. We recognise the affinity the youth have developed for our shows and we plan to devote more time to these preferred shows. Although significantly more expensive, this content strategy is more sustainable as well.”

He added that music is just part of an overall strategy to engage with the youth in today’s world and that its original content garnered higher television ratings compared to its music slot.

The broadcaster was playing three hours of music content in a day in the morning slot so far. Some of its rivals play 16-19 hours of music throughout the day.

The company is also beefing up its original content programming line up.

In an effort to increase weekly hours of original content, the channel will be introducing two new shows which include “The Buddy Project.” Besides it will convert its teen crime show Gumrah-End of Innocence into a daily show.

“Music cannot go out of the youth DNA. We will continue our on-ground and on- air properties that are based on music,” Mr Kamath added.

The channel, which was first introduced nearly 15 years ago in the country, was relaunched in 2009 with the “bloody cool” tagline and focused on playing Bollywood music.

-businesslines
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#2
Bollywood music is slowly losing its charm among the youth and music channels as it does not bring any exclusivity or premium value. The main reason: similar content is also available on multiple platforms.

So does that mean that the viewer is no longer looking for the feel of FM radio in the visual space? Is this the reason behind Channel [V]’s latest announcement of doing away with music content completely?

The answer is yes. Bollywood Music has become a commodity and the players are not making the moolah.

So has Channel [V] taken a wise decision to move away from Bollywood music? Answers Channel [V] EVP and GM Prem Kamath, “We didn’t want to be a commodity channel. We were working on this strategy since over two-and-a-half years and we built it in phases as the cost of original content is too high compared to music. But yes, we are making good progress as the time spent on the channel is too high and all our shows are getting good numbers.”

-indiantelevision
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#3
good move by star tv
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#4



Once you stop music, how will you fill up the slots?
We will air all our shows three times a day. It suits our viewers also as India is predominantly a single TV household and parents are in charge of the remote. So our TG can catch up on the show during the repeats. Also, colleges here operate in morning and afternoon shifts, so having three repeats will help in that case.

If you see all the music channels, the main TRPs come from the morning band where you also were playing music. Don’t you think that removing music will affect badly on the ratings?
Our channel is viewed by over 25 million people and we average over 50 GRPs week on week, which is a proof that our viewers are watching shows and not music.
Moreover, as you pointed out, most of the GRPs on the music channels come from morning bands, which is ad free. So even if it helps in getting the ratings, it may not necessarily be monetisable.

But still when you say Channel [V] or MTV, the first image that comes to mind is that of a music channel. The legacy factor is there. Won't that get affected?
Numbers are absolute truth and perception is not. And we have numbers to substantiate.

How do you see current competition coming from music and youth channels?
The disruption that we have created is so wide that it can’t be ignored by the advertisers or competitors. The current problem with music channels is that no advertiser is going to pay a premium, unless you have a differentiated offering.
Having said that, top players will be profitable, albeit small. There will be a time when some of these players will have to relook on their business models.

Everyone is bullish on digital today. What future role Channel [V] will have on the digital front?
Everyone is trying to figure out the answer to this question. How and up to what extent digital entertainment will affect TV is yet to be seen. Having said that, if you understand your audience well and create content for them, it will work.
Moreover, digital as a medium changes very fast, which adds further complexities. There are some myths,though, that are busting - like on internet only short form content works. Today, YouTube plays full length feature films and long format is also working well.
Talking about our website, for now it will be an extension of the channel adding ancillary programming for TV.


Unlike some of your competitors, you are not much into licensing and merchandising. Why?
L&M for us is not making bags or T-shirts. It is not a marketing stunt and our belief is that L&M should be strongly differentiated and have big potential. So we have two properties – [V] Spots and IndiaFest.
We have seen phenomenal success with [V] Spots. Both Saket (New Delhi) and Gurgaon outlets have broken even within a month of launch. We will soon be launching in Pune and by the end of our next fiscal (June 2013), we will have 10 [V] Spots across India. We are looking at Chandigarh and Bengaluru as potential markets.
IndiaFest is one of its kind youth festival, which we organise in Goa every year. It is also growing year-on-year.

-indiantelevision
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