Channel V is an international music channel chain. It is owned by Star TV network and it`s aired in many countries around Australasia, Asia and the Middle East. They play both mainstream and alternative music, with some focus on local music. Mainly English-language music is played, though the country-specific channels do play content of their own mother tongue. Channel V is in direct competetion with MTV, not only in India but in many countried around the globe. MTV also lured away one of Channel [V]`s popular VJs, Raageshwari, who hosted its first Hindi program, a countdown show `Ek Do Teen` (One, Two, Three). Channel [V] targets the 15-24-age set, where it currently trails rival MTV. By the time MTV re-entered India, Channel [V] had established itself rather well and was the market leader. Channel V is Star India`s music arm. This funky channel is a craze among music loves and the young generation.

In India, Hindi Film music and music video shows like First Day First Show also make it popular among general public. Some humorous shows like Lola T[V] gives a variety of entertainment. The Popstars show for selecting young faces and making them pop stars was very popular and groups like Viva and Aasma have become very famous through this. With two seasons of [v] Popstars, two seasons of [v] Get Gorgeous, a season of [v] On The Run, [v] Freedom Express, [v] Super Singer and [v] Launchpad, Channel [v] India is undeniably the most prolific producer of Reality Television in India. Innovative concepts from this channel has enhanced its growth and popularity. The channel launched its eccentric animated character Simpoo, the math professor on the mobile platform.

Channel [V]`s eccentric Simpoo, India`s most popular animated character has evolved over the years from a passive Math teacher to an activist for animals, renouncing all things non-vegetarian in support of PETA. Now he enters yet another phase in his eventful life as he sets forth on a new mission of saving the school kids from giggling Gabbar, on the first of its kind Super Simpoo mobile game. Another innovative strategy from this channel was the launch of Talent Hunt on Mobile. It was a first-of-its-kind interactive talent hunt on the wireless platform.

A number of VJ`s have been associated with this channel, VJ Yudi, Kim and Shruti being among the popular ones. The Channel `V` bandwagon comes with loads of fun and masti. Channel V has also stormed the nation with its very own brand of parties called the [v] Nights. The [v] Nights plays out at some of the most talked about nightspots in Mumbai City. The Guest list for this "invitee only" gig includes the crème de la crème of the society including music artists, models, Bollywood stars, cool kids and the like. Channel V has almost always been on a different path in this cluster of TV channels of the nation. Instead of trying to appeal to the largest possible audience, Channel [V] chooses to target the individual music fan. The channel is choosing to focus on music-related content instead of reality-based or general entertainment content, as some other music channels have already done.

One of the ways [V] is doing this is through the Back to Music Project which takes an artist and places him or her in a very private setting - traditionally Mocha in Juhu, which seats about 70 people - with a small group of fans who are free to ask the artist any questions that come to mind and there is no script to follow, its almost impromptu. At the Big [V] ten music fans in their early twenties were given cameras to make video blogs of their concert-going experience. The footage shot by these fans will be converted into a `blogumentary`, which will be aired on Channel [V].

The focus of V, which has always been on fans and on individuals, marks the channels immense success in the Nation. [V] is also bringing back a few shows that fit in with targeting the music fan and giving him or her some control over content. Channel [V] today represents the youth of India and the channels programming encompasses their dreams, their aspirations, their attitude and their indomitable spirit.