Channel V, the music channel from the STAR stable, is ready to convert into a youth general entertainment channel, focussing on fiction programming, as per the market sources. The channel continues to stick to its tagline, 'Bloody Cool'.
However, the channel refused to confirm that it plans to do away with music content; currently, it hosts about three hours of music content throughout the day.
It must be noted that Channel V had announced a re-positioning in 2009 and 14 months later, upped its ad rates by 30-40 per cent (being on the eighth position in the genre, then), with 24 new shows during those 14 months.
As per the market figures, the channel garners average GRPs between 25 and 30. Also, it was learnt that on an average, the top rated music show clocks about half the TVRs of the fiction properties on the channel.
Market analysts believe that the decision to shift focus may be a wise move from the channel's perspective, since fiction is working for it to some extent. Some market analysts also say that 'youth fiction' is still an undefined genre. The youth have various touch points including movie, music, sports and fiction.
While the cost of the fiction production is more than the music content, most of the fiction properties on the channel are acquired from production houses.
It is also learnt that the channel may come up with a morning movie band, too.
Channel V currently competes with the others in the genre, including Bindass and MTV.