In the year 2004, MTV India took one of the boldest steps in the world of entertainment in India. The channel introduced its first daily fiction show, Kitani Mast Hain Zindagi (with Karan Singh Grover and Panchi Bohra as the leads), and became the first Music Channel to introduce daily soaps in its programming schedule. Though the show came from the 'Maa' of daily soaps, Ekta Kapoor, it failed to get a successful run as the era was not in support to welcome this change. After all it was the time when shows like Kyunki Saas Bhi Kabhi Bahu Thi, Kahaani Ghar Ghar Ki, Kahiin To Hoga and Kksusum were at the helm of creativity on channels like Star Plus and Sony. Though Ekta Kapoor tried her 'K' effect on MTV, the audience preferred and identified the channel to be a musical one.

After a futile experiment, attempting the same concept on non-GECs (General Entertainment Channels) is a big step and years later Channel V decided to take the plunge. The channel came with their first fiction show Roomies and were smart enough to feature it on Saturdays only. But the result proved to be fateful rather than fruitful as many were ignorant even about the existence of the show. Guess the casting could have been better.

Leaving the past behind, Channel V brought in their first daily fiction, Channel V Dil Dostii Dance which went on air from April 11th is still having a successful run, till date. Well, the show is the brainchild of the maestro, Cinevistaas, and it is not a surprise that the makers of Star One's popular cult show Dill Mill Gayye got a successful run here as well. Cinevistaas' fiction Head, Palki Malhotra, says, "We were not at all apprehensive about launching a show on Channel V because we brought up a show with characters and situations with whom the youth can completely relate to. Cinevistaas has never doubted about bringing something new because when Dill Mill Gayye was launched on Star One, the channel shot up like a rocket and today the show and the channel, both are extremely popular."

She further points out, "The unmalicious blend of music and dance amalgamated with the college atmosphere made the show click amongst the youth and I guess the youth and their taste should be kept in mind when such a channel gets into fiction shows."

After the success of Dil Dosti Dance, the producers are trying their hand on Music channels and no wonder Four Lions, the makers of another most popular show on Star One, Geet Hui Sabse Parayi, has come up with V Humse Hain Life.  Gorky from Four Lions says, "Channel V is young in the genre of fiction shows and it is a great platform for experimenting new products. Though I am not so proficient in speaking about this, I guess Music channels should concentrate on shows keeping in mind the audience aged 14 to 25."

"Nobody has the perfect knowledge of what the youth wants and Channel V provides the stage to widen the parameters to strike a new chord", assures Gorky. In the world of cut throat competition, it is always good to go off the beaten track and we must say that Channel V has indeed proved to be bold enough to do that. Something apart from the emotional daily soaps and abusive reality shows are always a treat to watch.

By Saranya Valsarajan