Mtv & channel v

Started in 1981, MTV was a part of the advertiser supported, cable service MTV networks owned by Viacom.2 Its target audience was between the age group of 12-34. By 1984, MTV had changed the dynamics of the music industry. It was reported that leading artists had started making music albums and their videos specifically with MTV in mind. MTV concentrated on youth centric programs, which included home videos, consumer products and books featuring MTV programing and personalities. According to its policy of 'Think Globally, Act Locally,' MTV launched MTV Europe, MTV Brazil, MTV Australia, MTV Asia, MTV Latin America and MTV Russia over the next few years. The channel decided to enter India on the STAR platform after the market opened up for foreign satellite TV channels in the early-1990s. New Wave music, a genre heavily promoted by MTV in the 1980s

Until then, the Indian television industry was completely under the control of the state owned entity, Doordarshan. Satellite TV channels entered the country during the Gulf war. The news channel CNN was the first satellite channel to be made available to the Indian viewers. It was followed soon after by the STAR Network. STAR was a wholly owned subsidiary of the News Corporation3 and was a leading multi-platform content and service provider in Asia. Its TV channels included Star Plus, Star World, ESPN, Star Sports, Star Movies, Star Gold, Phoenix Movies, VIVA Cinema and Star News.

It also included distributed channels like Fox News, Sky News and National Geographic Channel. In 1991, MTV Asia began operations by telecasting music videos by popular international artists, which attracted the attention of many viewers all over the country. Having

been fed a rather dull programming mix for decades by Doordarshan, Indian TV viewers were quick to adapt to channels like MTV. By the time MTV re-entered India, Channel [V] had established itself rather well and was the market leader. Commenting on Channel [V] becoming popular in MTV's absence, Peter Jamison, the then in-charge of MTV Asia commented, "I feel like the father who went to war and has come back to discover that his place in the family has been taken by another man." During July 1995-June 1996, Channel [V]'s earnings from India were estimated at Rs 245 million . This was almost 94% of its total global advertising revenues of $ 8.5 million. Its programs such as Videocon Flashback (based on old Hindi film songs) were successful in luring the whole family to the channel. However, analysts noted that they failed to attract young audiences who were intended to be original target of the channel. Noticing that, MTV initially announced that it would not produce programs based on Hindi movies and that it would keep 'local' programming to the minimum. Sahgal said, "Our offerings will primarily be pure Western music and there will be little spillage: that should work with advertisers..." Taking into consideration Channel [V]'s growing popularity, MTV was forced to announce a strategic shift in its programing mix and started airing Hindi film based programs in 1997. However, MTV sources rejected this stand stating, "Our conclusions were not based on Channel [V]'s performance. MTV's makeover was based on market research, which made us realize the popularity of film music and dance. And we could not ignore that." Besides the change in the programming mix, MTV brought in new VJs including Cyrus Broacha, Nikhil Chinappa and Shenaz Treasurywalla. MTV also lured away one of Channel [V]'s popular VJs, Raageshwari, who hosted its first Hindi program, a countdown show 'Ek Do Teen' (One, Two, Three). The show was pitted directly against Channel [V]'s countdown show, BPL Oye!, which was broadcast on the same day at the same time...

The first thing that struck Channel [V] was that it had lost its focus and failed to understand the pulse of the Indian music market in terms of the programming mix - something MTV cashed in on well. However, channel could not be solely held responsible for it. There were certain problems inherent in the organizational structure. The channel had a centralized structure, wherein almost all the programming decisions were made at the headquarters in Hong Kong. As a result, the channel found it difficult to track the latest popular songs and modify its programming mix accordingly... 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 nonmusic 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... The 'Back to Basics' strategy was initiated by the Star TV network which had a majority stake in Channel [V]. According to this strategy, the channel decided to take off all non-music programs off the air, as producing them was very costly compared to the music-based programs. Moreover, advertising time on Channel [V] was sold as a package along with other Star TV channels at a discount. For instance, an advertiser advertising on channel(s) under the Star TV network was offered spots on Channel [V] at concessional rates. As Star's channels such as Star Plus and Star Movies were very popular, Channel [V] hoped to cash in on their popularity... 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...

Channel [V]
Channel [V] was first launched in 1994 in the Philippines, in that time MTV Asia made the decision to split from STAR TV and form its own satellite TV portal in Asia. It began airing on UHF Channel 23, licensed to Ermita Electronics Corporation, the country's first UHF TV station fully devoted to re-broadcasting from a foreign satellite channel after MTV Asia was started as initial music channel in 1992, during the partnership with STAR TV. It was started as the "Next Generation of Music" until its full launched as Channel [V] (In that time the actual feed was Channel V Chinese on AsiaSat 1 while the Asia/India counterpart is on AsiaSat 2 and Palapa C2 respectively). Channel V in the Philippines program only few of the English music programs like the The Ride, Over The Edge, By Demand and Sigaw Manila (Channel V very own Philippine Music Program features OPM artist) except of the mandarin counterpart. In 1995 Channel V promoting the launched the First ever Channel V Philippine VJ Hunt for aspiring VJ of the Philippines and won by Melanie Casul (First and last winner of the said reality VJ Hunt competition). The channel was pull out on October 15, 1996 after EEC turnover to AMCARA Broadcasting Network an ABS-CBN affiliate, which the lead the birth of August 1995 Before GMA Network officially launched Citynet Television in August 1995, GMA Network signed a contract with Star TV Network to broadcast selected taped Channel [V] International TV shows from 1995 until its closure in March 1999. This programming made Trey Farley, Joey Mead and Amanda Griffin former VJ-TV hosts of part-Filipino descent, familiar to the Citynet televiewers from 1995. From 1998 until its closure in March 1999, Asian Top 20 Countdown is the only Channel [V] show that is broadcasted by Citynet. [edit] December 1999

In December 15, 1999, STAR TV leased the airtime of Citynet Television, a former UHF subsidiary of GMA Network, to launch Channel [V] Philippines [2] through EMC also known as Entertainment Music Channel. This was revived when the then Citynet broadcasted taped Channel [V] International shows from 1996 - March 1999. If previously, both Channel [V] and Citynet logos appear on the right corners of TV screens, this time, only Channel [V] International and Channel [V] Philippines logos appear one at a time. Part of the strategy to localize Channel [V] programming produced both by Star TV and GMA through Alta Productions, its logo was shifted to a brand from a music television mark into a live product that has a vigorous position in its audience's lives. Channel [V] had inherited essentials of its distinctiveness, as well as the brackets around the V from its parent offshore. It dimensionalized the name Channel [V], making it into an object that could then became an environment for its broadcast design and a stage for live events. Instead of being a stylistic device, the brackets have a real purpose. Part of the brief also involves reflecting Channel [V]'s changing in programming that was part of the relaunch, which was a shift to genre-specific rather than continuous hits. Building on the 3D logo method and in a more intrinsic Filipino, it formed themed rooms for each kind. Each attributed its own shade and animated transition from the main logo to a genrespecific version of the mark. On the middle of 2001[3], Channel V Philippines forced to shutdown due to intense competition of MTV Philippines provided by Nation Broadcasting Corporation, a PLDT sister company, when PLDT bought a controlling stake in GMA and Myx, an ABS-CBN cable music channel. The channel was officially shutdown on July 25, 2001.[4] [edit] Channel V Tie-up with Makisig Network/TVXBC After eight years of absence, Channel V Philippines is back, this time under the new network management between STAR TV and Makisig Network by Herma Group, Inc. announced an agreement to launch the [V] Philippines content block on Channel [V] International while also expanding the channel's distribution in the Philippines. the up to three-hour [V] Philippines content block will launch on or before June 1, and will feature Tagalog-language content geared towards youth audiences across the Philippines. Local VJs and local bands and artists will make up the bulk of the content offering.

As of March 1, Makisig Network includes Channel [V] International in its bouquet of basic tier channels on Sky Cable Channel 59, expanding the reach of the channel to more than 600,000 households across the Philippines.[5][6][7][8][9][10][11][12] Channel [V] Philippines will have 60% of its content composed of imported music while 40% will be the localized version of hit programs in other countries. The local content block will feature local language, including Original Pinoy Music (OPM) hits geared towards youth audiences across the Philippines. Local VJs, bands and artists will make up the bulk of this content offering. Multi-awarded multimedia director Jose Javier Reyes is the Creative Director. He will develop local programs for Channel [V] Philippines. As of May 1, 2009 Channel V Philippines is now Channel 25 over Sky Cable follow the official channel launched on June 1, 2009. Viewers can now view online at V Philippines website via Multiply and Facebook blog site which includes the actual presscon or afterparty during the channel launch.[13][14][15][16][17] However on July 8, 2009 Channel V Philippines is now form an official website. Originally it was temporary display site as www.channelv.com.ph which includes a V Invasion as part of the comeback of the said music channel, instead they change their new site to www.channelv.ph and is now currently on-line as of this time.[18

Channel [V]

MTV August 1, 1981


May 23, 1994 STAR TV (owned by News Corporation) [V] Plays Music Hong Kong and International


Owned by

Owned by

MTV Networks (Viacom) 480i (SDTV) 1080i (HDTV)


Picture format



United States English

Language Broadcast area Hong Kong and International Headquarter Hong Kong s and International http://www.c hannelv.com Website Sister channel(s)

Headquarters New York,

MTV2, Tr3s, mtvU, VH1, Nickelodeon, other sister channels Official Website


Mtv networks Asia Target age group Positioning strategy(pre1995) Positioning strategy(post1995) Flavor Image Format Sex appeal Advertising appeal Brand equity Potential for brand extensions Variety of music played Greater china image Higher International flavor As obove ,mass market appeal Mix of country-specific shows+ western music Distribution Satellite ,cable, broadcasting, web casting Operating costs Investment cost Higher $150 million Lower $100 million Satellite ,cable Lower Heavy Taiwanese(mandopop)flavor Indian image Youth channel with lifestyle programming Other Asia 100%western music More global/foreign ³cool & hip´ Similar Lower Higher Higher High Asia, India, Mandarin 3 feeds : Greater. china ,India ,other Asia More local ³tread ±setting modern youth´ Similar Higher Higher Lower Minimal 15-34-year-alds More international Channel v 12-29-year-olds Pan-Asian

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