Channel V, which has been undergoing a gradual transformation since January has planned to attract viewers by offering them free gifts. These branded products are exclusive, designed by some of the top fashion designers in India. As an added measure to carry on a high-decibel branding exercise, Star also plans to revive the Channel V Music Awards which had been positioned as the Indian answer to the Grammys.
According to Sameer Nair, executive vice-president (programming and marketing) of Star India: “We are not really getting into retail merchandising, but are looking at hi-end designer and Channel V branded products which can be given as gifts on shows to participants.”
He pointed out that during the recently-concluded Lakme Fashion Week in Mumbai some fashion designers like Tarun Tahiliani, who had come as guests on a Channel V show, were asked to sketch accessories. “The channel may bring out limited editions of some accessories, modeled on these sketches,” he added.
The strategy is simple: attract more eyeballs by giving away branded gifts and use such products to promote different shows on the channel.
With the main competitor, MTV, having usurped the No. 1 slot by Indianising itself, Channel V is now planning to focus on what it was best at - airing more and more popular music videos.
The channel is also revamping its programmes, involving more interactive shows which. The old set of veejays too have been replaced with fresh faces.
In 1994, Channel V was formed as a joint venture between Star with 50 per cent equity stake and four music companies - EMI, Sony Pictures Entertainment, BMG and Warner Music - having 12.5 per cent stake each. Over the years some of the shareholders have slowly exited the Channel V operations for various reasons.