Star Network has confirmed that its popular music service, Channel V will be moving away from the music genre and becoming a general entertainment channel for the youth audience.
Starting from Sunday 1st July, all music slots will be discontinued as the channel felt that music is a poor way of targeting the youth audiences. It has invested in original content over the last three years and specifically on daily fiction over the last 14 months, which it says has paid very good dividends in viewership.
Talking to IndianTelevision, Channel V EVP and GM Prem Kamath said, “This is the last leg of the strategy that we embarked on two-and-a-half years ago when we relaunched the channel (in 2009). We have focussed on targeting youth and Channel V has always been identified as a youth channel. I dare to say that we are the only complete youth entertainment channel.”
Original programming on the channel will increase. It will convert its weekly teen crime show, ‘Gumrah End of Innocence’, into a daily from Monday to Friday at 20:00. Currently, ‘Gumrah End of Innocence’ airs as a one-hour show every Sunday.
The channel will also launch its fourth fiction show, ‘The Buddy Project’, on Saturday 23rd July that will occupy the Monday- Friday at 18:00 slot when the change comes in.
Channel V is the latest channel to turn into a general entertainment service after Star One was rebranded to Life Ok to compete with other entertainment channels.