Date:29/04/2004 URL: http://www.thehindubusinessline.com/2004/04/29/stories/2004042900640900.htm

Back VH1 channel poised to make foray into Indian homes

Latha Venkatraman

Mumbai , April 28

IF Bon Jovi's tunes get you rocking or Pink Floyd's anti-establishment songs inspire you, if you love being serenaded by Bryan Adams and Sting, you may soon have a reason to celebrate.

Many of the favourite musicians of those in the age group of 25 and upward may soon be brought into the living rooms of Indian homes by international music channel VH1, which is owned by MTV Networks.

One of the most common refrains of adult audiences of pop and rock across the world has been that MTV increasingly caters to a teenage audience. VH1 is a channel that takes off where MTV leaves.

Leading industry sources confide that the channel is poised to make its foray into Indian television homes in the next few months and may become part of the bouquet of channels of One Alliance, the distribution joint venture between Sony Entertainment Television and Discovery Networks.

MTV and Nickelodeon, the children's channel from MTV Networks, recently joined the One Alliance bouquet.

However, when contacted, the MTV India chief, Mr Alex Kuruvilla, said there are "no specific plans at the moment."

When asked if he sees a market for a channel such as VH1 in the country, Mr Kuruvilla acknowledged that the possibility could not be ruled out, as there is a significant interest in Western pop and rock.

The buzz in media circles is that a decision on VH1's entry into India is on the agenda of MTV Networks's May calendar. The channel made its entry into Asia last year.

In India, VH1 would possibly fit into the slot of Western rock and pop that MTV vacated to become more of a Bollywood song and Indipop channel with VJ-driven programming. Although MTV officials believe that the "Bollywoodisation" of MTV has helped them rake in higher revenues, die-hard fans of Western music feel let down by the dilution of true-blue pop and rock.

When it first came to India, MTV threw open the windows to the world of international pop and rock culture and with it brought in aspirations of fashion, music and lifestyle. However, the interest in Bollywood film music is so deeply ingrained in the Indian ethos, that even MTV had to change its programming profile to pave its way into a larger number of cable and satellite homes.

As for MTV Networks, its priority right now would be MTV and Nickelodeon, Mr Kuruvilla said.