Television

Champagne time for Star as [V] celebrates the power of one

MUMBAI: The bubble burst forth in full flow this evening as Star's music channel - Channel [V] celebrated its status as the number one music station in the country.

The Rupert Murdoch broadcaster quoted TAM figures for weeks 39-42 (September-October) conducted across the

six Metros for all cable and satellite homes SEC ABC 15-34 for All Day shares. During this time period the channel had a share of 37 per cent. Its arch-rival MTV had a share of 31 per cent followed by B4U Music and Zee Music with shares of 15 and seven per cent respectively. In fact last week Channel [V] claims to have had nine out of the top 10 shows. So it is not just Popstars II that is doing well. For the age group 15-24 its average share was 0.9 per cent. MTV followed with 0.8 per cent. HBO had a share of 0.6 per cent.

The channel also claims to be creaming the competition in the morning. In fact for the early morning time slot the channel has introduced a unique concept Captain Fast Break. It ensures that ad breaks do not last for longer than a minute, as people want to hear music continuously at that time.

Channel [V] head honcho Amar Deb said, "When we launched Popstars last year the ratings generated catapulted us into the reckoning. This was like having Sachin Tendulkar open the batting order. The follow up Popstars II saw 5.8 million viewers watch the opening episode. In this manner we were able to attract viewers who normally watch mainstream channels. However the rest of the line-up have held their own. The shows that have received an excellent response include [V] Goddess, which pays tribute to Bollywood's sultry sirens, and [V] Panga, which features quirky dares."

"Our research shows that not only are we getting more

viewers on board but also the fact that they are staying with us for greater periods of time. We constantly endeavour to embody the trends and a free spirited identity that encompasses the youth of today," Deb added.

Dwelling on the new shows on the anvil he said, "We will be launching around eight to nine shows in a phased manner from December. One of them is [V] On The Run. This will be a travel cum reality show, which will give viewers a glimpse into different parts of the country. In fact the style of the show will resemble the Cameron Crowe Oscar winning film Almost Famous where a music journalist hangs out with music bands.

"We will be having a contest around the show to find two youngsters who will travel on the [V] bus. Another show Get Gorgeous will see us launch new faces on a monthly basis ala Miss India. As far as events are concerned we are looking at organising a concert featuring an international artiste in January. We had earlier been involved with the Elton John show."

Deb added that the channel has also become the preferred platform for Bollywood movies. It has been involved with Darna Mana Hai and Pritish Nandy Communications' Chameli. Now it is working out a deal with Sanjay Gupta for the movie Plan. On the advertising front he pointed that Coke flushed with the success of [V] Popstars had also gotten involved with around six other properties. Other sponsors that the broadcaster has managed to attract include Samsung, Lakme and Nestle.

For Nestle it has the show Break Please which is sponsored by Kit Kat. This examines what celebrities do in their spare time. Another show is called Polo Solid Climax. This one spoofs Bollywood by showing an alternate end to a film.

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