After shedding its music format 4 years ago, channel has marked a return to the arena
Channel V, the youth-focussed channel from Star India, is once again in course-correction mode. Four years after phasing out music completely from its programming line-up, the channel is now making a comeback in the music arena, a move that is being looked upon as a ‘back-to-basics’ strategy by industry experts.
Calling itself a ‘music service’, Channel V is starting from scratch by offering 24×7 music in a bid to give viewers and advertisers a clutter-free environment.
The USP of the repackaged channel is a bright look sans tickers and half-screen ads with minimalistic graphics on the screen.
“Music television needed a reboot from the curation and programming point of view,” says Hemal Jhaveri, general manager and executive vice-president of Channel V, Star Gold, Movies OK & Utsav Movies.
“We have seen that the consumption of music has not declined and the quality of music videos has improved. Channel V has had a legacy of VJs, pop music etc, but we are looking at this as ground zero.”
Channel V currently has nine music blocks namely ‘Hit Machine’, ‘Late Night’, ‘Most W@nted’, ‘V Shuffle’, ‘Dance with V’, ‘V Hangover’, ‘V-non-stop’, ‘V international’ and ‘V rush’. It is also sporting a new logo.
Incidentally, Channel V was the only channel that shifted away from music completely in favour of fiction programming. All the other players in the genre have been offering a mix of music alongside youth-based fiction and non-fiction (reality) content.
With music becoming a commodity, leaving no chance for differentiation, channels prefer to sprinkle doses of original content interspersed with music videos rather than stick to one element.
However, that makes them a costlier proposition. While the move will allow Channel V to cut cost as well as get more reach, media planners say this will also impact revenues.
“Channel V perhaps wants to run a low-cost model which will be used by advertisers as a frequency buy,” says a media buyer, who does not wish to be identified.
“Star has done many experiments with the channel, which till now had gained the reputation of the most confused channels in the youth and music space. Its revenue will see a dip, but it will be squared off by a sharp drop in the content cost,” the buyer added.
Jhaveri, however, claims that music is not cheap. “It has only been a week since our new content kicked in,” he tells FE.
“We will get more eyeballs, and quality audiences. We have a plan and will do things differently. If the advertiser gets what he is paying for, he will stay.”
Meanwhile, Channel V will launch a 360-degree marketing campaign across key metros with prime focus on the digital medium.
The channel will also conduct on-ground activities to tap into young audiences at major youth hangouts across key metros.