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Vh1 takes programming to level two, brings in genre concentration

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Vh1 takes programming to level two, brings in genre concentration

After establishing itself and the kind of content it has to offer, Vh1, the international music and lifestyle channel has now taken its content scheduling to level two. The channel has decided to focus on a specific music genre over the period of a month revolving this around various kinds of programming and on-ground tie-ups. April 2006 is dedicated to ‘Classic’, and four new shows will be premiered in the course.

Why the need to play up content in this fashion? Replied Keertan Adyanthaya, Vice-President and General Manager, Vh1 India, “What we were doing last year was familiarising the Indian audience with the various kinds of music genre that we have. As a result we showed a healthy mix of all kinds of music. What we are doing now is taking up each of these genres and doing everything that can be done around it – keeping it interesting and involving.”

The reason to begin with Classic, explained Adyanthaya, was because of the popularity of Classic music-based shows and the fact that not much was seen around it in the various initiatives that the channel had otherwise earlier seen. Every April weekend is based on themes like Classic Rock (April 2), Classic Pop (April 9), Classic Dance (April 16), Classic Hollywood (April 23), and Classic Hip Hop (April 30).

“The weekend kicks in the flavour of the week,” said Adyanthaya, “For instance, in Classic Hollywood, we would play songs from ‘Top Gun’, have a ‘Fabulous Life’ of Arnold Schwarznegger, a Behind the Music of ‘Flashdance’, a show on When ‘Star Wars’ ruled the World and so on.”

He explained that the four new shows were also interspersed with the playing out of the genre. The new shows comprise ‘Storytellers’ premiering on April 6, 2006, ‘Headbanger’s Ball’ on April 7, 2006, ‘Pop Videos’ on April 11, 2006 and ‘Hip Hop Hustle’ on April 15, a 60-minute on-air version of the successful property of the same name, which saw Vh1 India bring in US hip hop band Flipsyde late last year.

Speaking on the new shows, Adyanthaya said, “Introducing Headbanger’s Ball and Hip Hop Hustle will give lovers of a certain genre a fixed destination to go to every week on the channel.”

Adyanthaya is excited with the new initiatives and what viewers can expect in days to come. When asked on the latter, he replied, “Stay tuned.”


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