The MTV - Channel [V] Rivalry in India

Industry observers felt that Channel [V]'s strong image as a music channel had become so popular that it acted as a barrier while projecting its new image as a channel for youth. According to an analyst, "The youth channel concept was difficult to implement as Channel [V] had already been looked upon as a music channel. To change that perception by offering non-music programs was a big task." A news report mentioned, "When Channel [V] turned 'youthful' in August 1999, the concept was totally new. There was no benchmark on which the channel could judge its programs." Moreover, most of its programs appealed only to one section of the audience at a time, whereas MTV programs were able to attract audiences across all segments. Virtual [V] was based on the Internet was meant for beginners, could attract audience, with internet connections only...

While Channel [V] was successful in regaining its viewership and popularity with its Popstars show, MTV was also making efforts to retain its position. It launched new programs such as 'MTV Headstart' and 'Love Ke Liye Kuch Bhi Karega,' (Will do anything for love). While MTV Headstart depicted lives of young successful people from various fields - sports, music, authors and artists, the latter featured couples in love willing to do things to impress one another. The popular series, 'MTV Fully Faltoo' was modified and now featured songs and spoofs on Hindi movies. MTV also launched Mots MTV Loveline Twin card in association with BPL Mobile targeting youth as part of its merchandising activities for promoting its BPL Loveline program. Taking a cue from the success of [V] Popstars, MTV launched a 'VJ Hunt' in association with the leading toothpaste brand, Colgate Fresh Energy Gel...