The Hindu Business Line : More than music

Music Television channel has decided to have a little less music. Repositioning after 10 years, ‘Music Masti—Enjoy!’ will make way for ‘My MTV’. A more personalised, more ‘cool’ channel will spill over to oth er platforms. “If you ask me when was the last time we undertook a repackaging exercise I would say, yesterday,” says Ashish Patil, Vice-President (Creative and Content). “However, repositioning hasn’t happened in a while. And it’s time now because there has been a massive and fundamental consumer shift,” says Patil. Research on redefining ‘cool’, says Patil, has thrown up three key insights. “I don’t know if you have heard of this very influential philosopher — his name is Abhishek Bachchan — who once said right here-right now,” says Patil. “It’s Bunty and Bubbly’s jugadoo philosophy; they can’t wait for the next TV episode of Prison Break or Lost, they’ll download it.”

Insight number two: “Rebellion or sticking out is no longer cool. The need to belong drives them to communities like Facebook and Orkut.”

And finally, says Patil, in yet another reference to Bollywood, “It’s not about loving your family but loving yourself.” My MTV will be a lot more personalised, a reflection of the consumer’s need for individualisation. “In short, we have handed over the channel to the consumer.”

Patil, a huge Bollywood fan, is unapologetic about his ‘filmi’ lines. “It’s the biggest source and possibly the only cultural reference for the youth, which is why Bollywood stars can sell anything from banks to b aniyans,” he says, pointing out that most 70 per cent of shelf space in music stores is now dedicated to Indian film music. A few years ago, in a move that some considered sacrilegious, the channel decided to embrace Hindi film music.

However, TAM Media Research data suggests that music channels have seen only a marginal growth over the last three years. In the Hindi-speaking market which accounts for 74 per cent of all viewers in India, music has less than a five per cent share amongst all genres up from last years four per cent. To add to that, newer channels such as Music India, Yo and Enter 10 are now sharing the same pie. In fact, according to TAM, MTV has lost the two percentage points it had gained between 2004 and 2006 and currently enjoys only 26 per cent market share amongst music channels. The audiences of channels such as ETC and Channel V have shrunk even faster during the last three years.

However, MTV claims it has leadership position with 40 per cent market share in India in 10 lakh-plus towns, in the 15-24 age group, SEC AB. “The biggest drawback in being in the leadership position is that you could become complacent,” admits Patil. MTV says it has seen a 40 per cent growth in its half-year topline as compared to the previous year. Advertising yield rate is 30 per cent higher.

MTV is likely to also benefit from parent company Viacom’s plans to launch entertainment channels under a joint venture with TV18 which will be acquiring a stake in the channel’s Indian operations. Post announcement of Viacom-18, MTV Networks India filed an application with FIPB seeking approval for further infusion of funds. The funds (FDI) are likely to be used in our existing businesses as well as new ventures such as film production, marketing and distribution,” said Amit Jain, Executive Vice-President and Managing Director, MTV Networks – India, China and South-East Asia in an e-mailed statement.

However, the immediate challenge will be to win back an audience which might be spending more time in front of the computer rather than in front of the television, and probably also has his iPod or mp3 plugged in. So music will have to make a little room for programmes on careers, dating, gaming and gadgets. The channel’s also coming to terms with the new distractions, and making itself present on other platforms, to take music beyond television. All plans have thus been drawn for three screens – the computer, the mobile and the TV. The channel is reasserting its connect with the youth, a target group that Patil admits is fickle and painful to please. Others may insist the youth today is losing interest in mainstream media, but Patil says the 3 x 8 rule still holds. “Eight hours spent going to college and doing other daily routines, eight hours spent sleeping and eight hours dedicated to media. And TV continues to support a large part of this eight hours,” he says. “After all, it’s a generation that fits in 28 hours in 24 hours.”