18 September, 2020

Peter Jamieson

MTV Asia chief has no answer to Jaaved Jaffrey but isnt afraid of Channel V

Peter Jamieson
outlookindia.com
-0001-11-30T00:00:00+05:53
MTV has returned as a 24-hour-channel. Does that mean the beginning of a Channel V-MTV war?
I'm convinced that Channel V is a strong competitor. Yet I am, in a sense, disappointed since it copies most of what made us famous.

But, isn't the other channel's popularity worrying?
Not really. We realise what our target audience is. Ours is a youth niche channel.

And, Channel V?
Well, it has chased the rupee and become much broader in its scope. It is no longer a channel which confines itself to the tastes of the young.

You seem to suggest that MTV won't be chasing the rupee.
Let me put it this way. We will have a long-term approach to the rupee.

Will your popularity be a long-term affair too?
Our satellite went up only in November last year. We have to give out information, give the people the best of what's available. I am aware that we will take time to acquire viewership. After all, these things do not happen overnight.

In your roster of VJs, do you have an answer to Jaaved...
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