Channel V is all set to become a youth-focused music channel as from the 1st July. The fiction content of the channel will run until June end and as from July, the re-positioned channel will have fresh music programming.
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 will be revamped as a youth-focused music brand effective 1 July. The current shows will continue till end of June, after which the channel will transition to the revamped identity and programming,” according to a spokesperson from Star India.