The MTV - Channel [V] Rivalry in India

Channel [V] alleged that it had an exclusive contract with the music company BMG-Crescendo, which had released Silk Route's album 'Boondein' under its label. According to the contract, the video was to be premiered on Channel [V] in the evening and other music channels were to telecast the same after 9 p.m. However, Channel [V] officials were taken aback when they saw the video being aired on MTV at around 4 p.m. in the evening. Commenting on the issue, Suresh Thomas, head of BMG-Crescendo said, "It was an unauthorized broadcast. Our instructions to MTV were specific."However, MTV sources claimed that it was unintentional and they knew nothing about the contract between BMG and Channel [V]. Channel [V] officials were not convinced with the clarifications given by MTV.

The 'Dooba Dooba' controversy did not come as a major surprise to industry observers who were used to the Coca-Cola/Pepsi sort of rivalry between the two channels. However, it was increasingly being felt that instead of wasting their energies on lashing at each other, both the channels would do well if they concentrated on their programming mix to attract viewers. This was all the more important since most of the programs on both the channels seemed to be similar in nature and there were no major differentiating factors. However, many viewers felt that there was a remarkable difference in the presentation styles of both the channels. MTV with its youth appealing presentation and video jockeys (VJs) was able to score over Channel [V] and was the number one music channel in terms of television rating points (TRPs) and advertisement revenue.