MUMBAI: Star TV Network owned Channel V will revamp its identity and programming, from 1 July 2016.

The consumption of music represents an opportunity for the brand that started life as a music channel but changed its identity subsequently to start airing content beyond music.

“Channel V will be revamped as a youth-focused music brand effective July 1,” said a Star India spokesperson. The current shows will continue till the end of June, after which the channel will transition to the revamped identity and programming. With the effort, Star India will make a strong play in the music genre, under the Channel V brand.

The loyal fans of the channel expressed concern over the developments and the iconic brand took to its twitter account to clear the air.

Thanks for the love guys, but we’re not going anywhere. We’re reinventing ourselves as a youth music channel #ChannelVLives

— Channel V India (@ChannelvIndia) May 11, 2016

Channel V's announcement of a revamp comes 20 days after its global competitor MTV's statement claiming a return to its roots. The two channels had swayed away from music programming to other genres of
entertainment - original shows, reality TV, etc.