GECs
‘Blogumentary is our USP’ : Amar K Deb- Channel [V] India head honcho
Thirteen years on, Star India’s music channel is experimenting with ‘blogumentary’ content and has adopted the tagline Channel [V] made by you.
The recipe for getting more eyeballs in a genre which is seen to be stagnating also includes the reality format.
In an interview with Indiantelevision.com’s Richa Dubey, Channel [V] India head honcho Amar Deb speaks about his plans to incorporate user generated content as a key value of the channel in its new avatar while hanging on to the central positioning of being a “music channel.”
Excerpts:
|
Is there pressure for music channels to reinvent as their revenues are stagnating? |
||
|
MTV has recently repositioned itself as a youth channel. Is Channel [V] also looking to target youth with alternative content outside music? |
||
|
So you advocate the benefits of non-music properties? We also discover new faces and talent with shows like Launch Pad. Our promos are popular and have got terrific responses. We won 17 awards at Promax, New York. Our average is of getting around 40 awards every year. That is a good sign. |
||
|
How do you split up the music and non music shows? |
||
| What about the interactive elements that MTV has introduced? Channel [V] has come up with that by introducing blogs in our content mix. This happened in January and we have got a good response. |
||
|
How did you go about selecting bloggers? Following this, we did Launch Pad and Get Gorgeous which was also shot by bloggers. With this trend, we have got more and more viewers and people participating in the contests run by us. Thus reinforcing our stand as – Channel [V] made by you. |
||
| How else have you extended Blogumentary on Channel [V]? After the Channel [V] concert, entire eight sessions at Hard Rock Café for Launch Pad was shot by bloggers. Get Gorgeous was shot by Bloggers and that is the speed in which we will take the entire concept forward. Blogumentary is our USP and we see others following us. |
||
|
What happens to the production team if bloggers play such an important role? |
||
|
||
|
Is this reflecting the new face of Channel [V] which has turned 13? |
||
|
With reality shows gaining importance even among music channels, what is your take on the inclusion of this format into programming? |
||
|
But isn’t controversy a necessary ingredient for a successful reality series? |
||
|
What are the upcoming properties in the pipeline? The show is still in the pre-production stage. Currently, we are looking for the kids who will travel across the country. The recruitment is happening online. We expect to launch it in three month’s time. Unlike Freedom Express which was promoted by our VJs, My India Report will be done by the freshers and bloggers. |
||
| Channel [V] has been very active in the internet space. What are the plans on that front? We have a strong online presence. Lot of our stuff is lined up in YouTube. Lola videos are amongst the most watched videos on YouTube and she has a large fan following on Orkut. Channel [V]’s Bai promotion was highly appreciated. All our properties have a vast community on the web. We are very ‘new media friendly’ – and a lot of the new media generation is aware of what we do. In fact, the band that we found for Launch Pad was through Orkut. Channel [V] made by you is a huge user generated content phenomena. |
||
| What has the channel lined up on the promo front? So far Simpoo, the animated character, has been by far the best promo that we did. People really liked and enjoyed watching it. So we have a new Simpoo KBC promo coming up. Our promos always reflect the trends of society. For example, we have a promotion for Get Gorgeous saying Moral Police sue us. It got us eyeballs. We will be unveiling many more promos including one based on an upcoming Go Green Campaign on Global Warming. |
||
|
Does Channel [V] bank a lot on movie marketing? |
MUMBAI: Lights, camera… connection because this time, the game isn’t just about winning, it’s about who’s with you. Sony Pictures Networks India is gearing up to launch a new reality game show, Tum Ho Naa, expanding its unscripted slate with a format that promises both emotion and engagement.
The show will premiere soon on Sony Entertainment Television and stream on Sony LIV, with Rajeev Khandelwal stepping in as host. Known for his measured screen presence and selective choices, Khandelwal’s return to television adds a layer of familiarity and credibility to the upcoming format.
While specific details of the gameplay remain under wraps, the positioning suggests a reality format that leans as much on emotional resonance as it does on competition, an increasingly popular blend in Indian television, where audiences are gravitating towards content that offers both stakes and storytelling.
Khandelwal, reflecting on his return, noted that his choices have often been guided by instinct rather than convention, describing Tum Ho Naa as a project that feels “close to the heart”. His association also signals Sony’s continued focus on anchoring new formats with recognisable faces who bring both relatability and depth.
The launch comes at a time when broadcasters are doubling down on original non-fiction formats to drive appointment viewing, even as digital platforms expand parallel reach. By placing the show across both linear television and OTT, Sony appears to be aiming for a dual-audience strategy capturing traditional viewers while engaging digital-first consumers.
As the countdown to premiere begins, Tum Ho Naa positions itself not just as another game show, but as a reminder that sometimes, the biggest prize on screen isn’t the jackpot, it’s the journey shared along the way.
