Channel [V] vs MTV :
Its' Open War 
Then sometime in the early part of this decade, music television came to India. First came MTV. Then it (MTV) left our shoes. But we weren’t left stranded because the Star TV bosses quickly rustled up another music channel and called it Channel [V]. Due to some genuinely creative and ingenious stuff, Channel [V] became an icon for all kitsch which turned hip. Much later, only almost a year back, MTV returned with its India feed and demanded its pound of flesh from the music channel market. Peter Jameison, then incharge of MTV Asia had said at the launch press conference in Bangalore, “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”.

Much has happened since that launch conference and for the last few months MTV — with its new-found allegiance to lingua India — has been making decisive inroads into what has now come to be defined as Channel [V] territory. Jameison — now no longer with MTV Asia — would be pleased to know that the war ravaged father is now wooing the family back in style.

After going Hindi (or should that be Indi?) the ‘dhadkan of the youth’ is now matching its rival step for step. Actually, make that show for show. Very recently MTV launched its first Hindi film countdown show Ek Do Teen (scripted and hosted by ex-Channel [V] VJ Raageshwari) which surprise, surprise is being telecast at exactly the same time as Channel [V]’s BPL Oye! Interestingly, even the repeat telecast times of both shows are the same. More overlapping. While Channel [V] runs new Hindi film songs on weekdays at 9.30 pm in a show called First Day First Show. MTV has also started a programme called Housefull, almost along the same lines and in the same time slot.

But Sunil Lulla, general manager MTV doesn’t agree with the perception that they are moving into Channel [V] territory. “Ours is the territory of music which young Indians love and I think [V] is in the territory of international music which is something which young Indians certainly don’t love,” he says. Just a few weeks ago when viewers all over Mumbai lost the first part of the Channel [V] Music Awards show due to uncannily coincidental telecast problems, the music channel rivalry re-surfaced with accusations of sabotage hinting at its rivals’ possible connivance. Saying it and yet not wanting to say it. As Jules Fuller, general manager Channel [V] explains, “We can’t take names because we have nothing in writing. But if there was sabotage, then this issue should be of deep concern to the broadcast industry because then there are larger ramifications to be thought of. Actually, the whole thing saddens me because this is obviously more than the fun’n’games we have as part of our day to day activities”. Lulla’s attitude borders on defiance when he speaks about the issue. “It’s not in our interest to do such stuff,” he says. “We don’t have the time for these things. Our business is about producing shows, creating programming and committing ourselves to our viewers and our clients. That’s where all our energies are dedicated. I think these allegations are in bad taste and maybe Channel [V]’s problems may have something to do with their own distribution. I also understand that there are quite a few disgruntled cable operators who didn’t get passes to the show, I think that it’s just a case of someone trying to pass the blame onto someone else”. Fuller of course is only too painfully aware of the cable operator angle. “No matter how hard you try, with these shows somebody’s going to be upset. There will always be someone who didn’t get their invitation,” he says sounding quite remorse.

But the key focus now is on the countdown show front. BPL Oye vs Ek Do Teen. Ruby vs Raageshwari. Interesting, huh? Fuller doesn’t find the game to be very funny right now. According to him, “Ek Do Teen is a direct rip-off of the old format of Oye! It’s a tired looking show”. Lulla defends the Monday night slot saying that for them it’s just a good slot. “Frankly,” he says, “we didn’t slot our show against BPL Oye or anything of the sort. We just slotted our show at a time which we thought our viewers would like”. According to Lulla the same-kinda-show=same-time-slot problem is actually no problem at all. From the feel of it looks like like packaging is more important than programming for MTV. Says he, “I think with a channel like ours one way to drive viewership is through programming, the other way is to create a certain environment and add character to the channel. People come in to watch music at different times, so it’s not just about one show. We invite attention by doing different shows at different times”.

It is being admitted that in the last six months MTV’s growth has by all means been very real. MTV sources claim that connectivity has touched the 7 million household mark with 6.7 million homes receiving the channel on prime band. They quote a study conducted by MARG C&ST AM 1997 about average weekly cumulative reach of the channel in the 15-24 age group (for the September-October period) which shows growth in almost every city compared to figures from the July-August period. According to Lulla, “We have grown 3 times in Mumbai, 4 times in Delhi, doubled our growth in Ahmedabad and grown one and a half times in Chennai. And in most cities we’re either ahead or neck to neck with Channel [V]”. Advertisers — one real indication of a channel’s success — do seem to support the MTV movement. Lulla claims to have 21 brands sponsoring various shows and 42 advertisers across the channel. Fuller, of course, will have none of this. “They have gained ground,” he admits, “but that’s more due to distribution than programming. It’s just not focussed enough, you can’t take away all your old programmes and stick Hindi film music clips instead. They’re basically copying old ideas”. He also claims that MTV “is underselling their programming” indicating that the channel is selling advertising time at rates lower than the conventional. “I could sell Jules Fuller on MTV right now,” he adds with jest, “but these are not seeing ahead of three weeks”. Reacting sharply to these comments Sudanshu Sarronwala, director, MTV India, says, “18 sponsors and over 50 advertisers have adopted MTV in less than a year. MTV has been bought by sponsors and advertisers because of the value it offers. This value comes through reach (7 million households), efficiency, the only youth-focussed television medium and a premium image (mutual brand allocation). Our pricing is based on these value parameters and not any competetion pricing”

Meanwhile Channel [V]’s viewership continues to hold steady at a connectivity of 15 million homes and a MARG/INTAM study provided to us by them shows that the average prime time channel share from May to September 1977 is 0.6 per cent for Channel [V] against 0.1 per cent for MTV. Lulla sees MTV’s growing advertiser base in a completely different light. According to him, it’s the brand synergy created by on air promotions and off air activities, which settles the case for his channel. “There is an increasing set of evolved marketers,” he says, “who — to addres their market segment — need to talk, interact and have a dialogue with the consumers. MTV is good at making a connection with the viewers. Whether it’s a campus-based show, a countdown show, a contest like the VJ hunt or our promos. It could also be in the form of an off air activity like the Club Dance in Bangalore”.

But this is not where the story ends. In the coming months both channels plan to add more masala to their programming... and this slugfest. Fuller talks about more new shows being planned, “which will take us way ahead of all the other music channels”. Channel [V] is also giving new life to its by now legendary road shows which are slated to kick-off operations in the next 8 weeks. MTV is also planning more shows related to films and youth but in a near future scenario they have an entire day of kiddy programming slated for November 14 which is Children’s day.

Lulla at MTV would like to have us believe that they are not part of warfare. “Every business is competitive,” he says, “but we’re not fighting in a competition. We are working towards increasing, consumer or viewer interest in the channel. And build strong support from the cable, advertising and marketing community”. Fuller on the other hand is a shade more open about the whole issue. “Entertainment,” he says, “is a massive game and one is attacking and defending all the time. You win and lose points all the time. Right now we’re not losing points. But that doesn’t mean we’re resting because if we begin to do that it’s time to pack our bags and go home”. Till the next round then. Ciao.