Channel [V] to relaunch with new shows

Channel [V] will relaunch itself with a brand new baseline ‘Bloody Cool’, a new look, new VJs and new reality shows.

The relaunch will happen from 22 August and will reduce music content on the channel’s programming from about 90% a year back, to about 60% now, said Prem Kamath (pictured), general manager, Channel [V].

Kamath said, “Music as a genre is getting highly commoditized and we decided to rework the channel’s content with exclusive programming customized to its audience that comprises of a bold, opinionated, polarizing and an unconventional generation. Every aspect of the channel has been refreshed – including music, shows, VJs and  channel design.”

The programming change takes place after a study conducted over three months amongst 4000 respondents, which revealed that youngsters would want content that taps into youth issues and sentiments like peer pressure, relationships, grooming and looks, adventure and entertainment.

The channel has, for the first time, outsourced a show to a production house. Endemol India, producers of shows like Bigg Boss, Khatron Ke Khiladi, is producing [V] Exhausted, wherein contestants are required to stay awake for 48 hours, doing different tasks along the way.

There’s also [V] Dare to Date – a show about pairing two people ‘not made for each other’ on a romantic getaway, besides [V] Kidnap, a show which deals with a lover chasing clues in sequential tasks to save his/her better half. The channel’s iconic character Lola Kutty gets half an hour every Sunday morning for her inanities. And there's Campus Blog, a TV blog show that'll try to capture whacky moments across college campuses.

 

Lowe Lintas has been tasked with the creative mandate for Channel [V].