Channel [V] to explore newer horizons in youth entertainment!

India’s popular youth entertainment channel Channel [V] is all set to introduce a paradigm shift in its programming. Channel [V] will discontinue all music slots from 1st July 2012. The decision has come in wake of the channel’s distinctive content strategy which had been chalked out three years ago. With the impending transition, Channel [V] looks forward to strengthening its stance as a holistic youth entertainment channel.

 

Adgully caught up with Prem Kamath, Executive VP & GM-Channel [V]; to know more about the move and what the channel has in store ahead for audiences.

 

Talking about the fresh approach that the channel has adopted of doing away with the music slot, Prem Kamath said, “It is not a sudden move. It is a conscious decision that was taken three years back when we decided to slowly reduce the amount of music we played and increase the number of shows we had. This shift in programming strategy is rooted in our continuous effort to remain a unique entertainment destination for the youth.”

 

It is interesting to note that Channel [V] has heavily invested in daily fiction over the last 14 months and it has reaped huge dividends in terms of viewership.

 

Sharing insight into the thought process that has driven the bold decision, Prem said, “Historically, music has always been a good way of targeting the youth. However, the youth access genres far beyond music. Channel [V]primarily being a youth entertainment channel caters to the different entertainment needs of the youth. Currently, we are at a stage where we are ahead of our competitors both in terms of market share and performance. Therefore, the next logical step was to discontinue the music slot totally and increase the entertainment offerings.

 

“Our viewers have been watching the channel mainly for the shows that we have. The music that we play is available across every channel. The content that is present on every channel cannot build loyalty for your channel. Our success in the recent months has been entirely a result of the shows that we air. Therefore, the decision to increase the existing number of shows is well thought out,” adds Prem.

 

Talking about the challenges that come with entering a genre that is very similar to the general entertainment channels (GEC) he said, “We would like to call ourselves the youth GEC. We are the only channel in the country that is catering exclusively to youth entertainment. Nowadays, music channels have been masquerading as youth channels. But we are proudly going to be the first ever truly full-fledged youth channel in the country. As far as being like any GEC goes, we are not, because we cater exclusively to the youth. The kind of stories that we tell are absolutely youth-centric. Our shows deal with the issues pertaining to the youth. The content that we offer is thus very different from traditional GEC.”

 

Elaborating on the new content -line up, he said, “We will be launching two new shows in July. One is The Buddy Project, which will be a daily show and will air from Monday to Friday. Besides, V Gumrah, which airs only on Sundays will now be converted into a daily and will be aired from Monday to Friday.”

 

Currently, Gumrah and all the existing fiction shows on Channel [V] have been doing extremely well and have helped the channel to consolidate its position in the youth entertainment genre.

 

Prem explains that Channel [V] has always chosen themes that have a universal appeal- whether it is chasing your passion (Humse Hai Life) or the education system (Suvreen Guggal). These themes cut across various audience segments and economic segments. “Our content should be accessible and relatable by a large number of people. We want to be relevant and reflect the reality of a much wider audience,” he exclaimed.

 

An eminent proof of Channel [V]’s popularity is the fact that it has no mascots but the lead protagonists of its shows have become mascots of the channel.

 

Talking about the marketing strategies that will be employed for the repositioning, Prem said, “There is no drastic change. We are definitely refreshing the packaging of the channel by providing it a new look and feel. Once the new shows are unveiled, a 360 degree marketing campaign which will tap the print, outdoor and digital mediums will be launched.”

 

Speaking about some of the further innovations that may be brought in, he said that, “There will be separate programming for the weekend shows in the near future. We may even showcase youth-centric movies if they fit in with the channels’ philosophy. We always look for content that is meaningful and that makes a difference to the lives of people. We believe in delivering content that engages the audiences and most importantly adds value to their life.”

 

Commenting on whether the news will have shock value to grab eyeballs, he said, “We do not endorse programmes that have shock value. But sometimes, the content has shock value inherent in it. For a show like Gumrah, which is basically a crime show, some of the episodes are shocking. That however is not our motive of airing the show. We believe that the show touches upon aspects of youth life that have not been explored.”

 

Adgully also spoke to a few industry stalwarts to know their perspective on the channel’s repositioning decision.

 

Sanjay Chakraborty, Associate Vice President, Brand Services, Triton Communications said, “Channel [V]’s move to discontinue the music slot is a conscious decision that has emerged out Of TRPs. The channel has recognized the fact that the youth of today devote more time to shows than to music.”

 

Explaining further Sanjay said,” Music is outsourced and it is primarily the property of music companies. The same music which is aired on multiple channels does not help the channel create product differentiation. Whereas once you have a show you can create your own property with real differentiation and mould it the way you want it. I think it is an appropriate and evolved move.”

 

Commenting on the same P.M. Bala Krishnan, Chief Operating Officer, Allied Media said, “The current trend of viewer ship on the channel shows that affinity and viewership for youth fiction is almost double than that of the music shows and this  may have  been a factor in their decision to go that route.”

 

Channel [V] has been experimenting with its shows since quite a while and it seems that it has finally taken a call.

 

It is extremely surprising though that the channel has decided to quit music which is considered to be a lucrative space as far as youth are concerned. It is something that no broadcaster would leave behind. There are also speculations that Star may launch a new music channel in the near future. Channel [V] has been STAR’s only music channel and now with it leaving music behind, there are a number of questions that remain unanswered.

 

Himanka Das, Senior Vice President – West, Carat Media India was of the view that Channel [V]’s decision to discontinue music it is a welcoming change and would offer interesting opportunities to build engagement with the youth considering the very little content that is available to them in entertainment beyond music.

 

Adgully also spoke to some experts in the youth domain as well as some marketers who were of the view that soaps work in gaining eyeballs and Channel [V] has been able to hit the note perfectly, but they also expressed concerns that removing music content would create confusion amidst audiences. | By Aditi Popat [aditi(at)adgully.com]