Anil.HD
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In a drastic deviation from its original charter 15 years ago, Star India's music channel - Channel [V] will stop all music playout from July 1. This culminates its strategy to reposition itself as a youth entertainment channel, a change it initiated 3 years ago. Channel [V] had been airing 3 hours of music videos every day in the morning.
Airing music is ineffective as there are too many channels offering music, and no entry barriers. Even small entrepreneurs can launch a music channel. Even VJs have been replaced by animations, making the content completely automated, and low cost.
MTV too has reduced its music shows by 35%.
The music channel genre has an estimated 3.2% share of the total television viewership in India, according to a KPMG-FICCI report. They generate Rs. 150 to Rs. 200 Crore in ad revenues annually. Ad rates are Rs. 1,500 to Rs. 2,000 per 10 second slot for music programmes, while a popular show like Roadies on a 'Youth channel' commands Rs. 10,000- 12,000 per 10 seconds.
Channel [V] has therefore decided to invest in programming and move up the value chain as a Youth Channel.
Airing music is ineffective as there are too many channels offering music, and no entry barriers. Even small entrepreneurs can launch a music channel. Even VJs have been replaced by animations, making the content completely automated, and low cost.
MTV too has reduced its music shows by 35%.
The music channel genre has an estimated 3.2% share of the total television viewership in India, according to a KPMG-FICCI report. They generate Rs. 150 to Rs. 200 Crore in ad revenues annually. Ad rates are Rs. 1,500 to Rs. 2,000 per 10 second slot for music programmes, while a popular show like Roadies on a 'Youth channel' commands Rs. 10,000- 12,000 per 10 seconds.
Channel [V] has therefore decided to invest in programming and move up the value chain as a Youth Channel.
