Television

Channel V gets bigger, better, post refresh

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2014/03/10/DSC_7704.JPG?itok=t8lcDA3S

MUMBAI: “As politically incorrect as it sounds, may we just say we’re kicked,” says Channel V EVP and general manager Prem Kamath

In an interview with indiantelevision.com, Kamath expresses happiness at the way things have shaped up for the channel after its two big refreshes.

The first happened in July 2012, when Channel V repositioned itself as a youth general entertainment channel with a focus on reality.

The second, on 25 November, 2013, when it came up with a cool new logo, a tagline ‘Correct Hai’ and four new shows i.e. Paanch: Don't Get Mad Get Even, It's Complicated, Confessions of an Indian Teenager (finite) and Sadaa Haq (daily).

“The response has been huge, both in terms of viewership and what we have managed to achieve in the market. Specifically in terms of numbers, after the last refresh, we have seen 52 per cent growth, that too within three weeks of it, which is unprecedented within the category in my mind,” he says.

Channel V is now a good 40-50 per cent bigger than its nearest competitor, courtesy breakout hits like Sadaa Haq and Paanch. Within a week of launching these shows, the channel witnessed 14.3 TVM vis-a-vis Bindaas’s 11.1 TVM and MTV’s 8.5 TVM, going by TAM week 48 ratings. It recorded a 42 per cent growth in just one week.

With increased ratings came advertisers. “Yes, more than the sheer number of advertisers, I think, for channels like us, where revenues are directly linked to ratings as we have a lot of clients on CPRP deals, a jump in ratings almost immediately results in an upswing in monetization as well,” says Kamath.

This included advertisers targeting a slightly older age group. “So, even advertisers targeting a slightly older age group started coming on board in a significant departure from earlier times,” he says.

Unlike other TV channels which divide content into weekdays and weekends with weekdays focussing on dailies and weekends on one or two episodes, Channel V took a very different approach and started doing bi-weeklies.

“We understood clearly that given the nature of the audience and their viewing habits, this group of viewers tends to be fickle and gets bored rather quickly. It is not interested in watching the same story drawn out over a period of one year or two and a half years which is what dailies typically do,” Kamath goes on to explain.

So, three of the four new shows were bi-weeklies, running for two episodes a week and for a finite period. From the beginning, they were conceptualized as shows with 52 episodes that would run for 26 weeks, period. The entire script too was fleshed out before taking the first shot.

“This innovation and scheduling has worked tremendously for us. Paanch has been a breakout hit. Sadaa Haq has been a daily format, but again within the daily format, we were clear that it is a one-year story line and it begins and concludes within a year and within a year, you will see Sadaa Haq being replaced as well,” he says.

In week 2-5, Channel V reported an average 12,640 TVTs compared to Bindaas’s 8,946 TVTs and MTV’s 6,367 TVTs. In week 6 of TAM ratings, Channel V scored 2,691 TVTs, whereas Bindaas got 1,321 TVTs and MTV stood at 1,216 TVTs. “It’s been Channel V vs. Channel V, what with MTV and Bindaas less than half the break TVT ratings,” says Kamath.

What’s more, Channel V was in the lead with audiences in the age group of 15 to 34 years in week 8 of TAM ratings (Channel V 17,738 TVTs; Bindaas 13,535 TVTs; MTV 10,194 TVTs and 9XM 8,657 TVTs).

According to Kamath, bi-weeklies have multiple advantages. “They let us tap into producers who would have otherwise not come on television. Because it is finite project, people are willing to come on-board because it does not take up their entire lives, which a daily tends to do,” he says, adding the ability to experiment with more concepts and genres as another advantage.

Paanch is a taut revenge thriller which we won’t be able to pull off on a daily basis and continuously. It has multiple advantages and lets us tap into newer concepts and newer genres as well as newer talent, which is why it is working well for us.”

Bi-weeklies have worked so well for the channel that ironically, the feedback has been to make them dailies. “Unfortunately, we can’t,” asserts Kamath. “The nature of the show is such that it is not possible for us to produce this quality of content, with this quality of writing and this pace of narration if it becomes a daily. And then, there will always be a compromise we will have to make.”

Road ahead

Once Confessions of the Indian Teenager ends, it will be replaced with another bi-weekly drama. In April, the channel plans to launch two more shows, but Kamath refused to divulge details.

“It is a little early to talk about these shows, but within a couple of weeks’ time, we will be in a position to talk about them. But around the first or second week of April, you will see two new shows being launched,” he says.

Going forward, the channel is planning on creating something called E-IndiaFest, reason being IndiaFest zonals usually start around November and conclude by Jan or Feb leaving nothing on the plate between February and November.

“There is a set of things we are planning which people can compete in but can do online. Because we have so far been operating on formats which are essentially dailies, the season break never tends to happen. These are continuous shows that are run aground once ratings stop. But it is something that we now have the option of doing. So with Paanch for example, we are already beginning to script the second season,” he explains.

There are plans to air the second season of the show, a year later or maybe earlier, depending on how it is scheduled.

“For us, it is the process of continuously adding programming. At present, the channel produces four slots a day and plans to add more in the coming months. Towards the end of May, you might see us opening a fifth slot. Getting it into the next fiscal, the plan is to add more slots to it,” he reveals.

“We are clear that the direction we are going in is fairly stronger and the kind of traction we have got is huge. But we also know that probably in order for us to really break out in the larger leagues and for us to become a full-fledged GEC in our own right, we will need much higher levels of the show programming. That is the process we have consciously undertaken, one step at a time. So, even when we re-launched three years back, we started with one show a week and the channel has slowly built up from there to the point that it is today,” Kamath signs off.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/25/ANIM_0.jpg?itok=PmyMWPKt
Pogo launches indigenous slapstick comedy Andy Pirki

MUMBAI: Pogo is all set to roll out a new show - Andy Pirki - a slang word in the Tulu language (a language spoken on India’s southwest coast) which means ‘mad cap’. It is a silent slapstick comedy series launching from 3 December 2017, created by Mangaluru based AUM animation studios. The series...

Television TV Shows Animation
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/24/Laliga.jpg?itok=0cJj64re
Sony changes LaLiga telecast time for India

MUMBAI: Sony Pictures Sports Network (SPSN), the official broadcaster of LaLiga, has scheduled the El Clasico match between arch rivals Real Madrid and Barcelona on 23 December 2017 at 5:30 pm to suit the timing of Indian viewers. The live coverage of the game will begin at 4:30 pm on SONY TEN 1...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/24/children_0.jpg?itok=AuitTJKN
When children became editors...

Asianet News, the leading news channel in Kerala, has been keen enough to cater to the needs of the audience. As part of engaging the audience, the channel organises various programmes throughout the year. One such initiative is the Child editor, held every year on Children’s Day since 2013.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/24/kids.jpg?itok=CMqVgNwW
Nickelodeon bags array of sponsors for Kids Choice Awards 2017

Nickelodeon is all set to kick off the awards season- - Kids Choice Awards (KCA), with an opportunity to vote for their favourites across multiple categories and decide who will take home the iconic Nickelodeon blimp. Dabur Red Paste has come on board as presenting sponsor, JollyRancher as powered...

Television TV Channels Kids
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/24/times-now.jpg?itok=w5TdGWxW
Republic TV, Times Now viewership moves up as genre ratings fall

BENGALURU: The two top-ranked channels of the Indian English news genre saw small increases in their weekly viewership in week 46 of 2017 (Saturday, 11 November 2017 to Friday, 17 November 2017, period, week under consideration) as compared to the nadir of the previous week.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/23/heerutv-shows.jpg?itok=1scjbVk7
Sri Lanka's higher TV content import levy to hurt Indian TV channels

MUMBAI: Ouch! India's content syndication executives are yelping in pain. Sri Lanka’s (SL) finance & mass media minister Mangala Samaraweera, earlier this month,  issued a set of regulations which increases the levy that the government will be imposing on imported dubbed teledramas, films and...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/23/sunil_1.jpg?itok=HDvqMS6f
Leica enters India market, aims to revolutionise high-end photography

German high-end cameras and optics brand ‘Leica,’ today launched its operations in India. With a vision to change the dynamics of photography in the country, the brand has opened its doors to customers in India by inaugurating its first partner store in the capital city. With this, the brand plans...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/23/rahul.jpg?itok=zJvpc_2H
Rahul Mishra Shemaroo's new general manager marketing

Shemaroo Entertainment (Shemaroo) has appointed Rahul Mishra as general manager marketing. He will be reporting to the company’s director, Hiren Gada. Mishra's new role has been specially created to spearhead the brand in its current transitional phase.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/23/isl.jpg?itok=7-zexWZ-
Hero ISL S4 opening game saw 59% viewership growth

The opening match of the Hero Indian Super League (ISL) season 4, ATK and Kerala Blasters FC, got 25 million total TV impressions with a 59 per cent growth in viewership over last year’s first game, as per data shared by the broadcaster.

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories