If you want to check out the latest Bollywood music videos, the ever-dependable Channel V will not be THE channel to check them out.

Star India’s Channel [V] will discontinue playing music videos from July 1. This move is part of its strategy to strengthen its position as a youth entertainment channel, a change in programming that it started nearly three years ago.

Mr. Prem Kamath, Executive VP & GM, Channel V, said, “We will stop airing slots of Bollywood music. We recognize the affinity the youth have developed for our shows and we plan to devote more time to these preferred shows. Although significantly more expensive, this content strategy is more sustainable as well.” He added that music is just part of an overall strategy to engage with the youth in today’s world and that its original content garnered higher television ratings compared to its music slot.

The broadcaster was playing three hours of music content in a day in the morning slot so far. Some of its rivals play 16-19 hours of music throughout the day. The company is also beefing up its original content programming lineup. In an effort to increase weekly hours of original content, the channel will be introducing two new shows which include “The Buddy Project.” Besides this, it will convert its teen crime show Gumrah – End of Innocence into a daily show.

“Music cannot go out of the youth DNA. We will continue our on-ground and on- air properties that are based on music,” Mr Kamath added.

The channel, which was first introduced nearly 15 years ago in the country, was relaunched in 2009 with the “bloody cool” tagline and focused on playing Bollywood music. 

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