Vh1 gets a new avatar

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | May 11, 2009
Starting May 11, the entertainment channel gets a new look, new positioning, new shows and a new tagline 'Vh1 - Get with it' for India

Vh1, the international entertainment channel, has gone for a makeover. Starting today, the channel will have a brand new avatar, including a new look, new positioning, new shows, and a new tagline 'Vh1 - Get with it'.

Talking about the new look, Ferzad Palia, associate general manager, Vh1 India, says, "It's an all new Vh1, where most things will change -- content mix, the channel environment, a brand new tagline and aggressive marketing strategy. What won't change is our passion for differentiation and being daring."

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As part of the revamp, the channel will showcase international reality shows, entertainment and infotainment news, as well as international music. Over the next few weeks, all this will be implemented in a phased manner.

The channel's in-house team has executed almost all the elements of the makeover, right from the brand to the channel environment and the marketing campaign.

Explaining the reasoning behind the new tagline, Palia says, "A lot of science has gone into this. It perfectly brings through the image, personality and essence of the brand. It clearly embodies the newness, authority, freshness and plays enhancer."

Some of the shows that will be aired on the channel include South Park, the three-time Emmy award winning animated television comedy series; Paris Hilton's My New BFF, a reality show; From G's to Gents, a reality series; ROOM 401, a horror show; the new season of Making the Band 4; and The Daily 10, an entertainment and infotainment news show.

"Vh1 came into India in 2005, with an aim to fill the need gap for international music and lifestyle. Through extensive research across urban India, we've encountered a need gap -- the need for differentiated, fresh and current international entertainment, both in terms of programming concepts and recentness. Hence, this is the next phase in the lifecycle of the brand," adds Palia.

According to Vh1 officials, music, lifestyle and long-form entertainment will make up the product mix on the revamped version of the channel.

The channel has been synonymous with international music since its launch in the country and will focus on strengthening its music franchise. In addition to music videos, it will air more music infotainment and interactivity.

Every quarter, the channel will showcase four to five reality shows, including Pimp My Ride and Yo Momma, and will ensure that all the shows have different concepts. All the reality shows will premiere in India almost simultaneously as their US release.

With South Park, a comedy series, the channel is experimenting with the animated series for the first time. "South Park is a cult show. We've deliberated about bringing in this show for over two years now. We feel India is now ready for satire and we're prepared to invest in building it -- no better show than South Park to kick off with," says Palia.

She adds that urban India has been crying out for differentiated and current international entertainment, trends and concepts for some time now. The new Vh1, therefore, will take viewers into the world of music, Hollywood, fashion, reality, sport and celeb lifestyle at near real-time.

Giving a new dimension to the brand, the channel will give an aggressive push to Indian talent on the international stage. The channel also plans to bring in India-centric shows towards the end of 2009.

For the record, Vh1 is a 24-hour international entertainment channel that provides viewers with a staple dose of international music, reality, fashion, Hollywood, pop culture, sports and celebrity lifestyle. Vh1 is now part of Viacom 18, which is a 50:50 joint venture between Viacom and TV 18.