Vh1 beefs up its programming

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | July 20, 2009
The revamped English entertainment channel has launched five shows

This May, Vh1 had undergone a makeover. The English entertainment channel has launched its second phase of programming, and in order to strengthen its programming line-up, recently launched five 30-minute shows.

The new line-up includes the weekly shows, Fashion File, The Scene, The Fabulous Life and GP Racing. Apart from these, Vh1 has also launched Daily 10, a Hollywood news show that is aired at 10 pm everyday.

Ferzad Palia, associate general manager, Vh1 India, says, "We had decided to re-launch the channel in two phases. In the first phase, we introduced long format shows, and in the second phase, we are introducing lifestyle-passion related shows. There will be more Hollywood, Formula One, music and international entertainment in this phase."

He adds that the programming mix will have shows on gadgets and gizmos and cars. "The music on the channel will also evolve. It's not that we don't have music on the channel, but we will soon be focussing on pimping up the music quotient," he adds. As part of the "pimping up" process, the channel will introduce new graphics and change the look of its music shows.

According to Palia, though all the shows of the new line-up are aired at 9 pm, it has not been done to increase appointment viewing. "There is no primetime band for a channel like ours. We are catering to a very busy set of audience. Therefore, we are not looking at strengthening a particular time band, but are focussing on the overall programming," he adds.

The focus of the new programming will be on the latest trends in the world of fashion, Hollywood news and F1 round-ups.

Fashion File, which goes on air every Monday, will feature news from the runways of New York, Paris, London and Milan. The Scene, which is aired on Tuesdays, will showcase the latest happenings in cinema, music, television and arts. The Fabulous Life on Wednesdays will take viewers into the world of lavish living and luxury. On Fridays, GP Racing will focus on the recent developments during the Formula One. And The Daily 10 will highlight the top 10 stories of the day.

The channel has upped its marketing budget manifold and is looking at marketing its shows aggressively. It is eyeing space across radio, print, digital, television and BTL. It is also looking at extensive promotions at gyms and salons -- cutting sheets in salons and television screens on the treadmills in gyms will be used for this purpose.

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