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VH1 the division of MTV Networks owned by Viacom International, Inc. will set its foot in the Indian air space. MTV India has drawn up plans for bringing the channel to India. The UK edition of VH1 will enter Indian territory by the beginning of next year when PanAmSat (PAS) 10 is launched.
The channel targets music lovers between the age group 25-44.
It‘s playlist features the best music from today?s charts as well as classic tracks and one-hit wonders from the ?60s through ?90s. VH1 UK?s programming includes mood-driven contemporary music throughout the day with focused shows featuring classic and current charts, live studio performances, documentaries and archive recordings. The network achieved 100% broadband cable distribution in the UK within seven months of launch becoming one of the most successful launches in UK satellite and cable history.
MTV India will thus have two channels-one focussed on Indian music and the other clearly on the international music. It thus hopes to make international music freaks satisfied with 24 hours of music of their choice.
But, will the channel garner enough revenues? Lack of advertising and penetration had earlier forced MTV India to cut down massively on International music and focus on the local scenario. Are the advertisors ready? Will many subscribers pay for the channel? Or will MTV India actually get in VH1 in India?
