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Channel V to become music-focused youth channel from 1 July

MUMBAI: Channel V will become a youth-focused music channel from 1 July, exactly four years after it decided to shed its music tag and become a youth GEC.

The fiction content of the channel will run until June end. From July, the re-positioned channel will have fresh music programming.

Channel-[v]-India“Channel V will be revamped as a youth-focused music brand effective 1 July,” a Star India spokesperson said.

“The current shows will continue till end of June, after which the channel will transition to the revamped identity and programming,” added the spokesperson.

The change in positioning has been triggered by the poor performance of fiction content on the channel. It is pertinent to note that most youth-targeted channels offer music plus youth content.

Some of the shows on the channel are ‘Sadda Haq’, ‘D4’, ‘Gumrah: End of Innocence’, ‘Mastaangi’, ‘Dil Dostii Dance’ and ‘The Buddy Project’.

Channel V did not figure in the top five channels in the youth GEC genre, as per BARC data for Week 17 for the period ended 29 April. Bindass was the No. 1 youth channel during the week, followed by MTV. The top 5 list was completed by three youth music channels, namely Zing, Zoom and E24.

Channel V had officially shifted to its current positioning of a youth GEC on 1 July 2012. This shift had begun in 2009 when it started reducing its focus on music.

It has been three years since the channel has been airing content centred on Indian youth. It has a range of shows focusing on teen talent, to college/campus life, to teen love affairs and even teen crime.

The channel has seen a change in business heads several times since 2014. Prem Kamath, who had been heading the channel since February 2009, left in August 2014. After Kamath’s exit, the channel came under the helm of Life OK business head Ajit Thakur. Finally, Kevin Vaz took charge of the channel after Thakur’s exit.