Press Release

Channel [v] to discontinue all music slots

25 June 2012

  Channel [v] has made a paradigm shift in its offering and will discontinue all music slots in its programming effective July 1, 2012. Strengthening its stance as a holistic youth entertainment channel, it has reached a critical point of a content strategy started almost three years ago. This marks a major transition, as the channel is set to consolidate its position in the youth entertainment genre.

It is a step forward for Channel [v]’s innovative programming and cutting edge production values that appeal to the urban as well as non-metro audiences. Investing in original content over the last three years and specifically on daily fiction over the last 14 months has paid rich dividends in viewership and although significantly more expensive, this content strategy is distinctly more sustainable as well.

Prem Kamath, Executive VP & GM,Channel [v], said, “This shift in programming strategy is rooted in our continuous effort to remain a unique entertainment destination for the youth. We recognise the affinity the youth have developed for our shows and we can only oblige them with greater hours of these preferred shows. As for music, it can never go out of the youth DNA. This, by no means, is a move to distance ourselves from music; instead, we will continue our on-ground and on-air properties that are based on music. We will simply stop airing a slot of Bollywood music.”

In an effort to increase weekly hours of original content, Channel [v] will convert its critically as well as mass acclaimed teen crime show, ‘Gumrah – End of Innocence’, into a daily from Monday to Friday at 8 PM. Currently, it’s a one hour show every Sunday. Additionally, the channel will launch its fourth fiction, ‘The Buddy Project’, on July 23 that will occupy the 6 PM slot from Monday to Friday. Further details on the new show are awaited.

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