Those who grew up in the 90s fondly remember Channel [V] as an integral part of their childhood. It was founded after MTV Asia parted ways with the STAR TV Network. Channel V India is the Indian affiliate of Channel V. On July 1, 2015, the channel discontinued music programming and started focusing on original content through fiction dailies and studio formats that address youth issues. On June 30, 2016 the channel discontinued fiction dailies and studio formats. On August 1, 2016 the channel changed its look and logo and continued music programming. These frequent switches and lack of proper strategy has led to the shut down of the channel.
Poor TRPs have resulted in the decision of channel V shutting down. Channel V in fact died the day it stopped airing Hindi music. Initially Channel V used to air Hindi and English music. Later it kept airing only English music while MTV continued airing Bollywood music. Channel V started losing audience. Besides its VJs were quite boring too, except for Lola Kutty who made us laugh every time she showed up on screen.