Come 1996, and MTV will be back as a 24-hour channel in India. The test signals are already up on PanAmSat 4, and MTV clearly plans to look beyond 16 million homes which can be reached via DD's Metro channel. Says Peter Jamieson, president, MTV-Asia: "Great programming is evolutionary. Our launch will take up all of 1996." However, sources in India disclose that a systematic launch should take place by early next year.
MTV's imminent 24-hour service is sending out ominous signals of a Channel V-MTV war. Owing to MTV's relative disappearance, Channel V with its localised packaging and rotation of Hindi film music has made its presence felt. Though evading the query of an unavoidable duel, MTV sources are clear about their aspirations: "As everywhere, we shall strive to be the channel that is most responsive to the needs of Indian audiences. We aim to strike a balance between local and international programming by providing young Indians a window on global youth culture, as well as providing a window to Indian youth culture."
During MTV's sojourn as a 24-hour music channel in 1993, video jockeys like Danny McGill, SophiyaHaque and Nonie Tao had become household names in urban telly-viewing centres. Since then, the roster of VJs has featured different faces. The new crew has ex-fashion model Anu Kuttoor; Mike Kasem, son of legendary disc jockey Casey Kasem; Korean Stella Sohn and the half-Australian, half-Indonesian Nadya Hutagalong. Jamieson also quelled doubts about Rahul Khanna's substitution once MTV hits India: "He is a great VJ. He knows that his future depends on his relationship with the Indian audience of MTV. Why replace a success?" What about any new VJ? Reluctant to clarify, a source says: "Possibly, yes. The announcement will be made as andwhen new VJs are needed." After MTV's rebirth as a 24-hour service, what will be new for the Indian viewer? A recent addition named "MTV Jams" which plays hip-hop and Rhythm and Blues. Besides, there will be a newsy telecast called "MTV's Daily Dose" providing gossip from the music and entertainment world. Apart from that, the service intends to telecast everything identifiable with the lively MTV fingerprint worldwide.
Despite its return as a music channel, MTV will continue its relationship with DD2. Confirms an MTV spokesperson: "We will continue to show three hours of MTV." The programme line up for the 24-hour service will include some of the same shows on DD2 service apart from additional material on music. "The service will also include signature MTV shows and elements exclusive to MTV in Asia," the source adds.
The mood in MTV is upbeat as it readies itself for another challenge in India. Though it has to start anew once its 24-hour service cell in Bombay becomes functional, music industry insiders are optimistic about its success. Reasons Parag Kamani, manager of HMV's International music division:
"MTV is not targeting the audience of Channel V. During prime time, Channel V's emphasis is on people who are tuned to Hindi soundtracks. But MTV will promote international music as has been their policy worldwide. Hindi music will be there, but not to the extent telecast by Channel V." Refuting the assertion that there will be a split in viewership, Magnasound's Meena Iyer says: "There will be an increase in viewership since the existing audience will watch both the channels, many others will watch MTV alone."
Despite the assertions, Channel V has already established itself on the satellite television circuit. Certainly a tough hurdle to overcome, though Jamieson good-humouredly says: "We don't view it as a hurdle race. More like a marathon combined with steeplechase. I hope we clear the water jumps comfortably."
Interesting words. And add to that, MTV's well-guarded moves being conducted with dynamic professionalism as usual. Yet, will the channel match the success it achieved in 1993? While MTV readies to take off, the doubt remains.
