Instead, you are relying on 10 minutes of VJs to stand apart. The problem here, as viewers will testify, is that all music channels play the same stuff. Here you have four releases a week, compared to about 4,000 titles a week in a bustling music industry like that in Britain. Another unique feature of this market is the pace of change. During his hour-long interview with the strategist, MTV's Kuruvilla spoke about 'Change' more than once.
Rapid innovation is the key here.
The problem that channels face here is that it is expensive to continually innovate and devise new programmes. So that the audience doesn't tire. That is a reason why, says Kuruvilla, the somewhat disgruntled 'MTV Liftman' has been yanked off air. One, research to keep tabs on the changing fads of the youth. Both require investment while your revenues remain largely the same, so it requires a fine juggling of costs on the part of the marketer.