When you think of music plus lifestyle, think of VH1. The channel with it’s over a decade stay in India has won hearts and more with its niche programming which ranges from music to comedy to reality TV.
Originally an American cable television network based out of New York City, VH1 was started as a sister channel of MTV to cater to a slightly older demographic by focusing on lighter, softer music. In India, it was launched in 2005 when MTV and Zee- Turner teamed up to bring the channel to the country. In its short stay here compared to other music channels, Vh1 has grown to be extremely popular with over 92 million viewers. The reason being, it’s fast paced entertaining content.
Think of any large scale, eyeball grabbing event, the channel has cast it. Be it the Grammy’s, The MTV Music Awards, or The Golden Globes. For over years now Vh1 has been the official channel to host the Grammy’s in India. This year too, the channel hosted the 58th Grammy Awards on February 16th cast at 7.30 am with a prime time repeat at 9 pm. In order to promote the Grammys, Vh1 resorted to a unique approach where they sent a Grammy-branded car to the most popular college campuses in Mumbai, Delhi and Pune to galvanise the students while reaching out to more than 100 colleges in India through their extensive college network. Apart from this, they organised the “Ticket to Ride” contest where they sent one lucky winner all the way to Los Angeles to attend and witness the prestigious music awards ceremony.
While talking about shows, Vh1 founded the trance show Supersonic, the second season of which took place on Candolim beach in Goa from 27th -30th December turning it into the party capital of the country. Supersonic is a dance music festival, which dance music or trance lovers from all over the world can attend. The success of the show last year which saw over 1 lakh attendees prompted the channel to host its second season. With pumped up beats and an amazing line up, Vh1 rocked Supersonic this year better than ever, mesmerising over thousands and thousands of people with its trance beats.
Born Stylish, is one of their other pioneering programs in association with big brand Grey Goose. The show revolves around A-list celebrities and their evolution of fashion. Along with this, the host of the show, ace designer Pria Kataaria Puri, gets to interview internationally renowned designers like Jean Paul Gaultier, Anna Zegna, Massimiliano Giornetti, etc. Born Stylish premiered on Saturday, 28th of November, 2015.With Born Stylish, Vh1 marked another leap forward in English entertainment as the first ever home-grown celebrity talk-show dedicated to fashion and style of international standards.
Similarly with other awards shows and programs, Vh1 keeps beefing up their content offers. Recently with Video Music Awards and The X Factor Season 12, the channel added more quality. Due to the overwhelming response garnered by these reality shows, Vh1 keeps renewing the contracts while adding more such content.
With the overwhelming response, Vh1 has received with it’s over a decade stay in India, they went a step forward to integrate their marketing plan by launching their mobile app. The application is available in android and IOS for anyone who wants to know what’s happening in the world of music, fashion and celebrity.
Vh1 today is a symbol of everything that is young, fashionable and entertaining and it certainly makes for a good platform for advertisers who want their products to be associated with lifestyle and glamour. One can carefully select from the range of Vh1 shows to showcase their product while ascertaining the desired target group.
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