Channel [v] succumbs to the lure of fiction shows; to launch ‘Roomies’

In a bid to attract a larger youth audience base, Channel [v] is foraying into the fiction genre with its first fiction show, ‘Roomies’. To be launched in a month’s time, the show will follow a sitcom format and air on Saturdays at 7 pm.

e4m by Khushboo Tanna
Updated: Jun 7, 2010 8:21 AM
Channel [v] succumbs to the lure of fiction shows; to launch ‘Roomies’

After playing on the 777 formula, where Channel [v] launched seven new shows on seven consecutive days at 7 pm, the channel is now foraying into the fiction space by launching a new show called ‘Roomies’.

‘Roomies’ is the story about five college friends staying together in one house and their lives. The weekly show will a sitcom format, where the characters stay the same but the plot changes with each episode. Initially, the show is slated to run for 13 weeks and depending on the response, it can be extended up to 26 weeks. The show will be aired on Saturdays at 7 pm and will have multiple repeats over the weekdays and is expected to go on air in a month’s time.

One may recall that MTV had also tried to foray into fiction with a show called ‘Kitni Mast Hai Zindagi’ in 2005. On what will work for Channel [v]’s new show, its General Manager Prem Kamath explained, “The format of the show does not make a lot of difference, what matters is the content and whether it engages the audience or not.”

‘Roomies’ will be supported by an extensive marketing campaign that has been conceptualised by Channel [v]’s creative agency JWT, along with an in-house team. Apart from the usual print, radio and television campaigns, the channel is undertaking an interesting BTL activity, wherein it is getting people to throw house parties, which would be sponsored by the channel. Channel [v] will sponsor around 100-150 such parties in various cities.

Meanwhile, the channel is also trying to expand its audience base by including male contestants in one of its flagship shows, ‘Get Gorgeous’.

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