Channel [V] | Indian Television Dot Com

Channel [v] breaks all records in the youth entertainment category

Submitted by ITV Production on Oct 13, 2011

Mumbai: Channel [v] achieved 30 GRPs this week and marched ahead of its close competitors ? MTV and Bindass in the highly fragmented youth entertainment category. The popular youth-based fiction shows Dil Dostii Dance and Humse Hai Liife have been the key propellers of this performance.

Channel [v] has been strengthening its dominance in the youth prime time band of 7-8 pm over the last quarter. The channel for the first time experimented with a daily fiction by launching Dil Dostii Dance in Q2 2011. The show has done exceedingly well and has led the genre for over three months.

The channel?s new fiction show Humse Hai Liife ? with just five weeks on-air has now climbed the charts to be the number one show for two consecutive weeks. Both the daily fiction shows, Humse Hai Liife and Dil Dostii Dance are campus-based concepts that focus on determined and passionate youngsters who want to make it big in life through their passions.

The average time spent by the youth (CS15-24 ABC) on Channel [v] during the youth prime-time band of 7-8 pm for weeks 37-41 has been 11.2 minutes; making it second only to Indian television leader, Star Plus (14.2 minutes). This landmark performance shows the pull of the channel among the audience, even when compared to GEC heavyweights.

Commenting on the performance, Mr. Prem Kamath, Executive VP and GM, Channel [v] says, "Our thorough research and understanding of the youth has helped us grab eyeballs time and again. We have pioneered a range of genres - from music, to reality and now fiction, with a single agenda of being in sync with youth preferences and reflecting their lives and aspirations in our content. The success of these properties is evident as viewership of primetime airings has not only beaten competition but also mainstream GEC?s.?

After the resounding success of campus-based concepts that connect with the youth, the channel has a set of big ticket shows in the pipeline.

*Source: TAM Wk41, HSM CS 15-24 ABC, HSM Markets, Weekly GRPs

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Catch Them Young - Amar Deb

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Amar Deb, head honcho, Channel [V] tells Nidhi Jain on what it takes to be a leader of youth.

I start with the premise that the function of leadership is to produce more leaders, not more followers.
Ralph Nader

Lessons you learnt
I have learnt from other leaders. First lessons was from Alyque Padamsee, my boss at Lintas. He believed in the theory, practice makes a man perfect. . Whenever he went to make a presentation he practiced it three times till he was perfect and only then would he present it. So if a man with a theatre background and as accomplished as him practices, then we all really need to follow the same format.

Method of pacifying madness
Well, I have my own simple get-away. There are mainly two things that work for me, first, by listening to very loud music in my car while driving (though not the safest things to do!). The other thing is to go out camping, I leave the city and camp as much as I can, that helps me get back to normalcy. As for workplace madness, there are so many couches lying around in my office. Whenever we are on the verge of burnout, we all quietly lie down in our corners and snooze.

Great necessities call forth great leaders.
Abigail Adams

People that influenced
Far too many - to begin with Alyque Padamsee, as mentioned earlier my boss at Lintas, my first creative director Sumit Chaterjee, to a large extent Sameer Nair , Peter Mukherjea and Deepak Segal.

Strategic alliances
I don't apply too much strategy when it comes to people. I think people need to be given independence to think the way they want to.
I am really persistent in my ways to ensure work happens. At Channel [v], we have the best people to work with, very open minded, great fun, great artists and brilliant film makers.
Above all, we follow an open work culture, anyone with an idea can share their thoughts and take the idea forward, if feasible.

There are many elements to a campaign. Leadership is number one. Everything else is number two.
Bernd Brecher

Changing rules of work
Currently the market scenario is rapidly evolving making it an exciting period for a niche channel like ours. And that's not all, viewers are becoming extremely demanding and that is keeping us constantly on our toes.

Ensuring that the team delivers
My team delivers! They are a bunch of creative boys and girls and, I think, are far better than any team I know.

Fun part of your business
I get to deal with artists - both national and international, movie directors, producers and trust me that's immensely satisfying.
Speaking to Kailash Kher on world music, to Sunidhi Chauhan on her journey from living in chawls to a sprawling house at Bandra, to Akon on hip hop and its future, to Rabbi Shergill play guitar... What more can I ask for?