Channel [V] has surrendered its creative mandate to JWT India. This development has been confirmed by Anupam Vasudev, EVP- marketing, STAR India.
“JWT India already handles three channels from the STAR portfolio which includes STAR World, STAR Movies and STAR One. And now they would also be handling Channel [V]” he said regarding the development.
He added, “There was no formal pitch involved. We did talk to a few agencies but we already had an existing working relationship with JWT and decided in favour of them. ”
When Channel [V] was relaunched August 2009 the creative duties were handled by Lowe wherein Lowe created a new baseline for the channel, ‘Bloody cool’.
The relaunch made it evident that the channel is moving over to more of non-music content in the form of new shows that the channel had launched.
The channel had planned to make some changes in the programming pattern based on a study that was conducted over three months amongst 4000 respondents, which showed that the youngsters want content that taps into youth issues and sentiments like peer pressure, relationships, grooming and looks, adventure and entertainment.
Source: Bombay Adclub