Thaindian News

July 28, 2010 (Sampurn Wire): Viacom 18 is reportedly planning to launch a 24-hour music channel by this year. For this purpose, the broadcaster has been supposedly busy acquiring music for a long time.

However, the officials of MTV have maintained a silence on this piece of news. The sources however reported that the plan to launch the new channel is going on for a long time. No name has been finalized yet but the names doing the rounds are likely to be MTV 2, MTV Desi, and Bounce.

According to a senior media buyer, “MTV faced a huge pressure from its competitor 9XM last year. In terms of revenue and viewership 9XM has proven to be a good model with 24 hour nonstop music”.

The present MTV channel will continue to be a youth entertainer with both fiction and non-fiction programmes. MTV has started notably reducing its music based programmes for some time. It cleared the way for non-music reality shows and some other programmes in the channel.

MTV also cancelled “Music Television’ from its name in November last year. In fact, Sphere Origins and some other production houses have started producing content for MTV.

–Sampurn Wire