Channel V is now a 24-hour youth music channel

The channel will back the re-branding with aggressive 360-degree marketing initiatives.

Star India's youth offering Channel V has announced its transition into a 24-hour music channel this August. The channel is set to bid adieu to the fiction shows it forayed into in 2012. The music channel now intends to focus on the viewing experience and offer quality music videos in a clutter-free environment.

Hemal Jhaveri, general manager and executive vice-president, Channel V, Star Gold, Movies OK, and Utsav movies, says, "Channel V has been a strong brand synonymous with music in India. We, at Channel V, are keen on changing the music videos viewing experience. The TV music category has been dormant in the last few years. With the revamp of Channel V, we aim to re-define the music video experience by delivering an uncluttered high-quality experience, with curated content for visual delight."

The new logo and channel packaging have been created by the in-house design team. Along with a new look and programming, Channel V will also launch a high decibel 360-marketing campaign across key metros. With prime focus on the digital medium, the campaign will also have a presence on TV, radio, and outdoor sites. The channel will also take part in some exciting on-ground activities to tap into young audiences at major youth hangouts across key metros.

It will be interesting to see how a 24-hour television music channel manages to captivate audiences in an era where online music platforms are growing by leaps and bounds.