Key Highlights :
TV music channels are trying to stay relevant in the changing times. Figuratively speaking, the last decade has been harsh on the music channels. Out of 65-70 music channels in 2005, 16 Hindi and five English channels were shut by 2021. According to the Broadcast Audience Research Council (BARC) data, the share of music TV has gone down. Channel V by the Star TV Network was closed in 2018. Indian Idol are catering to music lovers. Story time: Channel [V]was first launchedin1991 as MTV Asia- a 24 hour music channel in English, Hindi and Chinese. Hong Kong-based MTV Asia ceased to exist in 1994 after the termination of their contract with Viacom. Afterwards [V] that came in place of MTV Asia retained popular VJs like Sophia Haque. from the latter as well. Sophia, in fact, shifted base to Mumbai for several years. The popular music channels like MTV, [V] and Zoom also later 9xm flourished in the nineties. But by 2010-2012, most channels started experimenting with their content. Channel[V] forayed into teen shows and reality shows on teenage issues, serving something different from the mainstream saas-bahu soaps. Shows like Dil Dosti Dance, Crazy Stupid Ishq, Humse Hai Life and Gumrah: End of Innocence were immediate hits. It managed to keep its relevance for another decade or so, only to lose its charm. After a few more shots at revamping, it shut down in 2018. Meanwhile, reality show formats like MTV Roadies and MTV Splitsvilla have kept MTV India still in the game. Sa Re Ga Ma Pa After MTV Asia's exit, MTV India was launched in 1996. Its reality shows are still attracting viewers for its controversial format, with Roadies currently auditioning for its nineteenth edition. But MTV too has stopped functioning as a complete music channel since. It launched sub-channels like MTV Beats (2016), which aired 24X7 Indie music. It also has international music channel, VH1, launched in 2005. All the three channels are still functioning. Meanwhile, 9X Media is the only largest music broadcaster in India with two channels, 9XM amp; 9X Jalwa, coming on the top 10 slots. The other two 9X Tashan and 9X Jhakaas cater to regional music, Punjabi and Marathi, respectively. Also, while TV music videos have become more about individual's playlist, the music reality shows are still being loved by audience. On every TV channel there is, a music reality show is a hit, be it Indian Idol, Sa Re Ga Ma Pa having more than 10 seasons whereas, The Voice, Rising Star and MTV Hustle running season after season. Public view: "The craze for Roadies and MTV has become lesser with each passing day. A lot of shows on MTV exist now