While the `teen' strip will have interactive shows between 4-7 pm aimed at the 15-19 age group, the `young adult' band will be from 10-12 pm with programmes featuring gadgets, sex and individuality for the 19-24-year-olds. The `mainstream' time band between 7-10 pm will air shows which the youth can watch along with their parents. There will be repeat telecasts of these shows during the day.

The weekend programming, however, will be different. While Saturdays will have a mix of `teen' and `young adult' bands, Sundays will just air `mainstream' shows. The idea: To get to the different segments of the audience at different hours.

While the `teen' and `adult' strips will reinforce Channel [V] as a youth brand, the `mainstream' band will try to get the family to the channel. Running on the prime time, it will advertiseshows in the other time bands. Eventually, the `mainstream' band will be pulled out.

Said Mahesh Murthy, consultant, Channel V, "we are making an effort to break the music TV viewing habit. The conventional programming grid applies to most emerging markets as it is the lowest cost-effective way to reach out to the youth. But the youth market in the country has matured. We will have non-music shows to get to them."

Channel [V] has also decided not to give title sponsorship to any of its shows. Every show will have a Channel [V] title, followed by the sponsors name. Said Murthy, "we want the Channel [V] brand to grow."

Channel [V] has segmented the youth market. Besides offering show sponsorship, the channel is also providing an opportunity to take spots on the three different time bands. Said Murthy, "advertisers can now address to the different segments of youth. No media vehicle offers that flexibility. While Sprite can take spots on the `teen' strip, Diet Coke can be on the `young adult' band andCoca-Cola on the `mainstream' show. That segmentation is possible now."

Unlike a few main shows which were driving the channel, Channel [V] will have flagship shows against each time band. While Virtual V and V Jobshop will be the main shows on the `teen' band, the `young adult' strip will have programmes like Patli Gully. The flagship shows in the `mainstream' band are V Oyee and V Sabha.

The shows will be of shorter duration. All the existing programmes, said Murthy, will be changed by January 1. "We will subsequently change our shows every three months."

Even the programming length has been reduced. A typical show will be of 10-15 minutes. The longest programme is 30-minute long. Last year, Channel [V] had shows which were even one-hour long.

The channel will have non-music shows which are of high interest to the youth. There will be two travel shows every week - V Gone India for the budget traveller and Patli Gully for the young adult who believes in adventure tourism.

Channel [V] will have someshows that celebrate the competitiveness of the youth. There will be two types of quiz shows - V Crossword, a general knowledge show, and V Challenge, a game show.

Music, however, will continue to be a strong force of the channel. "It will comprise 50-60 per cent of the channel. It could go down later. But it will stay an important element of the channel," said Murthy. Why? Because music is relevant to the youth and creating non-music programming is expensive, Murthy said.

Channel [V] is retaining eight of its old shows like Oyee and Mangta Hai but in new formats. "These are important brand properties of the channel that we are extending," said Murthy.