Playing it by ear

The change comes as a surprise,but not altogether. The channel,once dedicated to international music,introduced their first non-music shows [V On The Run in early 2000s,followed by Patli Gali and Out There. Channel V’s Executive VP and GM Prem Kamath points out that the changes have been the result of current trends. “Channel V has always been a committed youth entertainment channel. With new markets opening in non-metro cities,programming has been moulded accordingly,and music is no more key preference,” he explains.

Dedicated international music channels have been slowly making a departure from their core programming for some time. MTV had launched non-music shows such as Style Check and Loveline by 2002,the popular reality show Roadies in 2003 and the fictional Kitni Mast Hai Zindagi in 2004. Slowly,Bollywood music edged out international content. Now,MTV is set to launch two fiction shows — Rush directed by filmmaker Bejoy Nambiar and an untitled comedy. The channel is in talks with several production houses for more fiction-based shows.

In the last decade,several other music channels went on air but could not sustain themselves on music alone. Zee Music was relaunched as Zing that is heavy on Bollywood gossip content. B4U had to introduce similar programming. VH1,MTV’s sister concern in India,airs international music but does not use any localised content,limiting their investment in India. 9XO,launched in April,hopes to focus on international music in the long run but is still gauging the market,says the channel’s programming head Luke Kenny. Anand attributes this change to technology and exposure. “Consumption of music evolved from radio and TV to CDs and now internet and iPods. This has paved the way for non-music and more holistic content for the youth,which Channel V hopes to provide,” adds Anand.

The first to realise the need for a dedicated channel,or as Nikhil Gandhi,Executive Director Youth Channels,UTV,puts it,youth entertainment channels,was perhaps Bindass. “It was important to have a presence across all platforms — television,web,mobile and events and address subjects like fashion and dating,” explains Gandhi.

Ironically,MTV,after establishing this trend,has modified its programming over the last two years in favour of music. After introducing Coke Studio in India last year,it has launched Roots and reintroduced Unplugged with Indian artistes.

While it may seem that English-speaking “niche” urban Indians are no more the target audience,channels are taking initiatives at ground level to engage with them through concerts,festivals and other music-related properties. Bindass was on board as an organiser for the annual NH7 Weekender and Lady Gaga and David Guetta concerts in India. MTV intends to launch a show where VJs will interact with the youth on environmental issues. 9X’s latest offering 9XO backs the popular ‘Live from the Console’,a fortnightly gig in Mumbai and also brought DJ and B-boy Crazy Legs to India recently. “The strategy has a two-pronged effect: channels can avoid losing out on the urban audience altogether and it helps foresee trends,” says an MTV official.

(With inputs from Jaskiran Kapoor)