Thanks to millions of youth, Niche TV channels are finally getting into main stream by implementing some real good strategies. And I’m taking about channels like Star World, MTV and Times Now here. No longer channels want to get stereotyped, they are trying everything they can to stay in the game and to stay popular.
From past 6 months Star World has tried some innovative programming approach to become number 1 English Entertainment channel of India. Some of the strategies used by them includes- “Encouraging appointment viewing” i.e. enabling users to catch new episodes of show everyday instead of once a week, “Introducing a cult hit from US to India immediately” which helped them catch viewer attention and “Using a combination of cult shows from both past and present” i.e. shows like Friends and Castle.
Other channel which is experimenting a lot is MTV which is redefinging itself from being a Music channel to a youth centric Channel. In a recent move they have decided to introduce a “youth movie” section where they will showcase 3 youth related movies every Saturday from 7PM starting from 3rd of July.
The channel has partnered with Cornetto and named the segment MTVplex presents Cornetto Luv Reels. The short films will be presented in collaboration with two production houses – Red Chillies Idiot Box and Milestone Movies, MTV said in a release. –Indiantelevision.com
Similarly, Times Now is trying to showcase more of Bollywood/Oldies stuff to get another section of viewers getting hooked to its channel.
Total Recall
Nicknamed after the fifth keynote in music, ‘Pancham dada’ brought the groove into the quintessential Hindi film song. Join us on Total Recall this week as we celebrate the seventy first birth anniversary of the king of music Rahul Dev Burman!!
Such moves are definitely encouraging specially in a country where “Saas-Bahu” serials still rule. But time is not far when we may see “Castle” beating “Balika Vadhu” in TRPs. Who knows ;)? What do you think?
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{ 4 comments… read them below or add one }
Hello Rabi,
Firstly, I’d like say over here that I truly admire the way you write about various aspects of Media on every MONDAY.
Coming more specific to the current trends in TV channels, it seems, like other corporates, even media has particularly focused on RURAL stories for its regular soaps.
Be it Baliku Vadhu, Bandini or even a mythological Devi. I was wondering who could be watching such serials, but to our amazement there is always a big audience that such serials are catering to in the rural region.
Speaking about Times Now, I admire the way Arnab Goswami has been hosting the debate shows on any or every buzzing news.
All-in-all, a nice article on emerging media trends.
Thanks Viral,
ur right, the research done at content end for all these channels is really comprehensive :)
the sow is just awesomeeeeeeeeeeeeeeeee
i really love its first episode “like i love you”
it was just heart touching
please mere starplus sy gujarish hai k wo sai baba ka serial phirsy start krdy please jnta bhut miss krti hai sai baba k serial ko pleaseeeeeeeeeee