Mumbai: Following the lines of its rival channel, Channel [V] is MTV, STAR TV owned music all set for it’s rebrand debut this Saturday. Lowe Lintas won creative duties for the relaunch of Channel [V] without a pitch and has given the music channel the new tag line – “Bloody Cool”. Channel [V] has earlier sported previous tags like “Mind it” and “We’re like this only”.
As an indicator, I’ve seen a slight uptick in credential awards in the past couple months, good news for the bottom line, although causing longer review cycles and business development executives sitting on 60/90s longer than they would like.
Which brings me to a quick update on the 3 week absence on the site. Nothing to fear! The only thing that is going on is that I have been busier (absolute mayhem) than I’ve ever been. In the last 8 weeks, my travel schedule has included London, New York, LA, SF, and Seattle. I’ve been busier than ever with work- I’m thankful to all the clients who have reached out recently to speak about the future of their brands.
So that being said…
The rechristening lays the ground for Channel [V]’s aggressive push for non-music content with five new shows to be go on air in a phased manner starting relaunch day, 22 August.
Channel [V] GM Prem Kamath explains, “We are changing the complete look and feel of the channel. Today the needs of youth are changing, and we have to keep in sync with the same. Apart from baseline, we also have refreshed shows, music, designs and even the icon.”
The channel’s new look has been developed after three months of “extensive qualitative and quantitative research” among seven cities and taking into consideration views of 4,000 people from various cross-sections of the channel’s viewership.