Biprorshee Das

Channel V now thinks it is 'bloody cool'; announces new reality shows

While the channel's baseline has changed to 'Bloody Cool'; the new non-music shows will be aired from August 22

From August 22, Channel V is all set to present its revamped self.

After baselines such as 'Mind it' and 'We are like this only', the channel will now sport the line, 'Bloody Cool', coined by its creative agency, Lowe Lintas. On its new baseline, Prem Kamath, senior vice-president and general manager, STAR India, tells afaqs!, "It has a sense of humour, a tongue-in-cheek element and an in-your-face quality. It is essentially what Channel V stands for, and hence, is apt."

In line with the current trend on television, a slew of non-music reality shows are in the pipeline for the channel. The first shows to hit the TV screens will be 'Exhausted' and VJ Lola Kutty's 'Lola Sunday' on August 22.

Channel V now thinks it is 'bloody cool'; announces new reality shows
Other shows in the offing are 'Kidnap', 'Dare to Date', 'Campus Blog' and 'School of Cool'. When asked about Lola Sunday being launched on a Saturday, Kamath quips, "Ain't it bloody cool?"

While music forms 90 per cent of the content on the channel currently, this will fall to around 65 per cent to make room for the planned shows, says Kamath. He adds that the channel will concentrate on Hindi music and will not air any international music content.

Channel V now thinks it is 'bloody cool'; announces new reality shows
Channel V now thinks it is 'bloody cool'; announces new reality shows
"The youth today is seeking more than just music from the channel; and we are looking at concepts much wider than music," he states.

The channel will also launch its standalone website,, on August 22. The website promises to be more interactive and will not merely replicate the channel's content.

On its marketing plans, Kamath says, "We have aggressive plans ahead. We have been meeting media planners and clients and the response has been encouraging." All major mass media will be utilised, including in-house promotions, outdoor advertising, radio and print.

Mindshare handles the media mandate for Channel V.

Media planners, however, express mixed views about the channel's prospects, after the revamp. A Mumbai-based senior planner says, "In the music genre, MTV and 9XM have done a lot better. Somewhere, V had become a weaker channel. There was no personality left in the brand."

Furthermore, the view is that Channel V's attempts may resemble a me-too strategy, as MTV has already tasted success with reality formats and most mass channels are moving towards the reality format. "It is no more about song and dance competitions. Somewhere, the new strategy could benefit Channel V, but I have my doubts in the long run," says the media planner.

Manas Mishra, executive vice-president and country head, Mudra Connext, part of Mudra Max says, "I would be very happy to have more competition. In this genre, music as content has definitely been going down."

Clearly, Mishra isn't against Channel V's focus on non-music shows at this stage.

Another planner says, "MTV has successfully moved from a music channel to being a youth channel. Channel V has to catch up, but it is definitely not too late."