Star India’s music channel, Channel V, is downing shutters and it will be replaced by a sports channel. While Star India has declined to comment on this change, it may be launching a Kannada sports channel (Star Sports 1 Kannada) in lieu of its music channel, a strategy of sharply focusing on sports in recent times, Mint reported last week. Star TV (now Star India) launched its own music channel—Channel V for Asia with a separate beam for India (and South-East Asia), after its initial tie-up with MTV was discontinued. Star TV was launched in 1990s with channels such as Star Movies and Star Plus (an English language channel initially) and MTV (through tie-up with Viacom) in its portfolio. When Star wanted to increase the content mix more Indian, MTV moved out of the platform, the report said. Channel V for India had both English and Hindi content with Video Jockeys (VJs) like Sophiya Haque and Ruby Bhatia. In its heydays, Channel V created several memorable characters like Udham Singh—the Haryanvi jat, played by Munish Makhija. Lola Kutty was another popular character played by theatre artiste Anuradha Menon, where she interviewed celebrities on the channel as a sari-clad woman from Kerala who spoke English with a Malayali accent. With inventive programming, Channel V became a cool brand for young Indians, it added. From Lola Kutty to Purab Kohli and Anusha Dandekar, it was a platform for many VJs and emerging singers. Bringing the indipop culture into the spotlight, shows like Hit Machine, Get Gorgeous, Dare to Dare and The Buddy Project struck a chord with viewers, The Indian Express noted. However, MTV returned to India with a slot on Doordarshan and later launched as a full-fledged music channel and competed directly with Channel V. As the two rivals tried to outsmart each other, the former had an upper hand focusing on youth-based content with hits like Splitsvilla, Roadies and India’s Top SuperModel, among other programmes in recent years. According to The Indian Express, Channel V in response stopped airing music to focus on original content and fiction shows that address youth issues in 2015, but reverted to broadcasting music the next year. “Channel V probably didn’t get its strategy right in the last 7-8 years. Lack of focus and sharp positioning along with little thought in branding took the channel down,” the Mint concluded. According to the latest ratings by Broadcast Audience Research Council (BARC) India, Channel V is ranked number seven among Hindi music channels. The top slot, for close to five years, is occupied by music channel Mastii. However, the possible closure of Channel V comes as a big disappointment for its fans, especially and the social media was riffed with nostalgia posting. “Places I used to frequent don’t exist anymore. First Barista. Now Channel V,” wrote Actor/Comedian Anu Menon, on Twitter. She used to host the popular show ‘Lola Kutty.’ “End of an era… A farewell party is a must!” Actor Shruthi Seth took to Twitter tagging former popular VJs like Purab_Kohli, Yudhishtar Urs and Gaurav Kapur . The mood was succinctly summed up one user who wrote, “There was a time when music on TV for me, meant only MTV and Channel V. Haven’t watched either in ages. But still a little sad to hear that V is shutting shop. Goodbye Channel V. Thank you for the memories.” Morung Express News
