Watch out the [V] machine is coming. That is the message that the Star Network's music channel is sending out to its rivals, principally MTV. Channel [V]'s strategy of focussing on the urban youth market and creating new formats and programming innovations like Coke [V] Popstars talent hunt that gave birth to all-girl band VIVA!, is paying rich dividends, the channel claims.

The success of Coke [V] Popstars as well as the album sales of VIVA!, has seen Channel [V] driving growth in the entire music category in the last few months, claim channel representatives, quoting AC Nielsen's TAM data.

Says Sameer Nair, COO Star TV: "Popstars was the flagship show on the channel and it performed that role as expected, fuelling growth in shares & increasing the stickiness of the channel."

Measurement Parameter     Channel [V]
Audience Share     127% Up
TVR     100% Up
Cumulative Reach     26% Up
Time Spent     68% Up

(Source: TAM Media research, Base: C&S SEC ABC 15-24 yrs, 9 cities, April to June 2002 versus April to June 2001)

Among the other recent successes the channel has notched up are the 8 Promax BDA awards it picked up in Los Angeles. This has been the one of the largest hauls for any Indian Channel in recent times.

And to keep the momentum going, Channel [V] has completely rejigged its morning band, as research showed that viewers preferred back-to-back music in this slot & not VJ-hosted or link-based shows. With this in mind, the Captain Fastbreak band has been created with the catchline "you are never more than 60 seconds away from great music!" The channel has also launched [V] Video War, an interactive SMS-based show where viewers vote for their preferred music video.

Says Amar Deb, creative director, "We will continue to show the way in the music television category with our racy promos & innovative programming. There is a whole series of new stuff in the pipeline which will ensure that Channel [V] will continue to retain this edge."