Many recounted how they spent their younger years watching Channel [V] and MTV.

Is Channel V shutting down The 90s kids are heartbrokenLola Kutty (L), VIVA (R)/Screenshots
Social Television Thursday, November 23, 2017 - 13:27

If you’re a ‘90s kid, chances are that you grew up watching Channel [V], when it was actually about music, Lola Kutty and awesome VJs like Gaurav Kapur and Juhi Pandey. The channel has been around for two decades now and according to some, it is “one step away from becoming a saas-bahu channel”.

But now, the channel may just be shutting down. According to a Shuchi Bansal’s report in Livemint, Star India will be pulling the plug on Channel [V] and replacing it with a sports channel. Star declined to comment on the development.

Whether true or not, the possible downing of shutters on the channel is getting people really nostalgic.

Many recounted how they spent their younger years watching Channel [V] and MTV. But given how the channels were pushing ‘youth driven’ content like reality shows and drama in recent years, many said they hadn’t watched either channel in a long time.

Other associated the death of the channel with the death of ‘90s music. Some even called it the YouTube of that time.

These reactions will surely take you on a trip down memory lane.

Some however, did not seem very disappointed at the possibility of Channel [V] being pulled off air.

While Channel [V] and MTV were always seen as competition, the latter interestingly was also a part of Star India’s journey in India. Star had tied up with Viacom to launch MTV here along with Star Movies and Star Plus, reported Livemint.

However, the fallout happened when Star wanted to add more Indian content in the mix on MTV, prompting the channel to move out of the Star platform. That’s when Star launched its own music channel as Channel [V].

While Channel [V] experimented with music, to more original content and then back to more music, the strategy doesn’t seem to have worked now. According to Barc ratings, Channel [V] is the 7th most watched Hindi music channel.

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