Amar K Deb, Head, Channel [V] India

“The awards are a pat on the back from our peers and a nod of approval from industry stalwarts who have judged the competitions. There is a great sense of elation… viewers love our content – one look at our ratings, and you’ll see. Advertisers are really seeing the value of the [V] brand today. It has the most creative product and the best innovations.”

A Bangalore boy, with an ‘Admiral’ dad and a ‘News Reader’ mom, Amar Deb moved to Mumbai in pursuit of the unknown. Four months later, his debut at art direction was awarded a National Award for Public Awareness Advertising. Deb’s advertising years saw him work with agencies like Leo Burnett and Lintas, and adding loads of Abby’s, CAGs and other awards to his list of accolades.

In 2001, Channel [V] offered him a new challenge, enticing him to turn things around and he made the switch as Creative Director for the channel, thereafter moving on to take complete charge of the channel and now is the channel head honcho. In conversation with Pritie S Jadhav, Deb shares his joys of winning at PROMAX and the mean niche the channel has managed to carve for itself. Excerpts:

Q. Channel [V] and MTV. How has the race been so far, what’s the score?

Really unfair… Promax New York 12-0, Promax India 18-3.

Q. How has programming in music channels in India evolved?

What had started as just music has now evolved into a more flanked offering. We started India’s journey into reality TV – Popstars, Super Singer, Get gorgeous, and On the Run. Now there’s more humour, glamour, fun, wit.

Q. How do you differentiate Channel [V] and MTV in the consumer’s mind?

That’s easy. We’re way cooler!

Q. How does the growth graph look like?

There are two perspectives – very good from our perspective; not so, from our competitors’.

Q. Channel [V] has won numerous awards at PROMAX (New York and India) for promos, icons, show packaging, content. What made this happen?

We have a young, rearing-to-go team led by Sheetal Sudhir. [V] is the country’s numero uno creative hothouse. This year our work was just superlative. Like even some of the innovations for clients won big time – both gold and silver in the same category! We had set out to change the face of music television in India. I think we’ve got off to a very good start!

Q. Would you agree that the perceptions say that MTV is a cooler channel than [V]?

Really? You could have fooled me!

Q. So, there’ve been Popstars, Get Gorgeous, Super Singer. What’s next on the agenda?

There are some great new shows. We’ve just finished a fantastic run of [V] Get Gorgeous. TV Champions is currently rocking. Lola TV has a brand new season in the offing. Lots and lots more coming up… stay glued.

Q. Would you say that the reality genre has brought [V] back in the reckoning? Please substantiate.

Absolutely. The huge success of Popstars 1, followed by Popstars 2, just took us to the top. And that’s where we’ve stayed since October 2003. LGCDMA [V] Get Gorgeous reached a whopping 4.4 million people across the country in just three weeks of its initial airing. In fact, one of the episodes of Get Gorgeous delivered the highest rating in satellite television for the slot during which it was televised.

What started out as Season 2 of Channel [V]’s hottest new property, LGCDMA [V] Get Gorgeous - 2 captured the imagination of audiences across the country. With every episode, the series generated outstanding ratings – given the current clutter on television. From cornering an 87 per cent viewership within the music channels space to notching up an 11.2 per cent channel share among the cumulative cable and satellite viewing audience – the show certainly grew into a staple for many.

Q. What is your programming break-up, how are the genres mixed?

Hey I can’t tell you that, it’s proprietary information! Our music programming team is a bunch of rock stars. The results are there for all to see.

Q. Are there any specific plans as to how you would be leveraging these awards for cementing the top slot?

The awards are a pat on the back from our peers and a nod of approval from industry stalwarts who have judged the competitions. There is a great sense of elation… viewers love our content - one look at our ratings, and you’ll see. Advertisers are really seeing the value of the [V] brand today. It has the most creative product and the best innovations.

Q. Have satellite radio, MP3, and niche channels affected the viewership of your channel?

No.

Q. With music channels dabbling into reality, drama, action and all other genres, isn’t the basic objective of the channel defeated?

I would tend to agree with you. But then, when general entertainment channels stage music talent hunts, do they become music channels? The days of purists are done. The important thing is to stay true to your core.

Q. Isn’t there a lot of competition from channels all across in the reality segment?

Not true. We are a country of 1.1 billion people. The more the platforms, the better. Also, Channel [V] is acknowledged as the pioneer of reality television in India. With the success of Popstars 1 and 2, Get Gorgeous, On the Run, etc, Channel [V] has created television history. It is today considered as the benchmark for talent hunts. Having witnessed the success of the new genre introduced by us, now people are following suit and introducing similar properties.

Q. With both [V] and MTV catering more in Hindi, where is an English music channel? Who would fill that gap?

There is no gap to fill. Luke Kenny filled it two years ago with Luke’s After Hours.

Q. And in the advertiser’s mind?

Considering that we had a quantum leap in revenues last year while competition showed de-growth, that debate is pretty much settled.

Q. And for the industry, what expectation do you have?

These are trying times for the music industry. But from the music television business, there couldn’t have been a more exciting time. Talented new people are pouring in, new ideas are pouring in… I love it!