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Head of Channel V, Prem Kamath explains, “We felt it’s the right time to give the channel a fresh look. Our last change was in 2009 with new fiction shows and less music. From July 2012 we stopped playing music. We have just fine tuned the strategy, not changed it.”

Gaurav Banerjee, General Manager, STAR Plus said, “We are delighted to partner with Ekta once again for Ye Hai Mohabbatein. The concept was brought to us by her almost a year back and the story is urban and contemporary. This love story begins after a marriage gets over. It explores the theme of a second chance in love. With well etched characters and a strong urban narrative, the show deals with day-to-day issues faced by modern couples. We are positive that our metro audiences will connect wit

A mere logo change wouldn’t suffice for an effective communication conveying the channel’s new philosophy. It needed to be backed up with shows that matched with the pulse of the young and catered to the challenges in their lives. Looking at the subject of the new lineup of shows, it is apparent that Channel [V] is now focusing only on the youth.