`Video killed the Radio Star’


Music Television — those two words sum it up: a channel dedicated to broadcasting music. Sounds exciting, doesn’t it? Launched in 1981, ironically with the single, Video killed the Radio Star, by a British band called The Buggles, Music Television (MTV) soon became a household name, both abroad and locally among the desis privileged enough to have access to the wonders of a channel dedicated solely to music (and the perception of ‘cool’ that came with it). That was until cable television became the norm.

All of a sudden, MTV was accessible and known to all and could no longer remain hidden as a legend of sorts. In October 2006, after a year of whispered talks and speculations, ‘cool’ came home: the Indus Television network launched MTV Pakistan in place of Indus Music (IM).

With the latter already a widely recognised television channel, and with MTV coming in its place, there is a general apprehension that MTV Pakistan would be just like another IM under a jazzed up new skin; and why not? Most of the video jockeys (VJs) — the people who give a face to the channel — as well as the management, are the same. In a candid talk, Ghazanfar Ali, the CEO of the Indus TV network, answers the question that seems to be on everyone’s lips: How is MTV Pakistan going to be any different from IM?

“Music can’t be different. It is going to remain the same. I’m not going to be pretentious and tell you that it will change. It’s just programming, and programming has its own look and feel. We would like to take the next step and I feel we have (already). In the last six months, we have just worked on the fact that MTV should not look like IM. And I think we have succeeded, although that’s for people to say in the end.” Elaborating further, he says that they are planning to bring in new shows, new faces and new expertise to further build upon MTV’s brand strength.

Internationally, MTV has built up the value of its brand over a period of 20 or so years by working on their programming content, expanding to other countries and constantly improvising. Compared to that, the Indus TV network, when it took over MTV Pakistan, was still in a state of infancy in the world of television.

And what about meeting international standards in terms of programming and content? “People from Singapore, India and the US have come in to share their experiences with us. I think we’ve learnt a lot from them already,” says Ghazanfar.

After taking a look at most of the local channels that dominate our television screens, it doesn’t take a genius to figure out that most of the individuals working both behind and in front of the cameras don’t seem to have a very clear idea of what is required of them as professionals in the field. As a result, the lack of quality programming goes going hand-in-hand with unoriginal ideas and content, inadequate use of software and inadequately skilled manpower. This coupled with an ever-increasing number of channels has resulted in confused and irritated viewers.

With only two schools in Pakistan imparting skills related to film-making and production, and that too with limited faculty members, schools who otherwise have nothing remotely to do with electronic media in their curricula are cashing in on this opportunity and advertise courses and new-found degrees in skills pertinent to the e-media.

In the face of the above mayhem, the idea of real professionals coming in and sharing their trade secrets along with a bit of training and development seems like a godsend. It just might provide local media professionals with the direction they are so desperately seeking and might step up programming quality by a notch or two.

But with currently only one channel benefiting from that period of enlightenment, what will happen to the rest? And more importantly, will they be able to catch up well enough?

IM was still going strong when it was taken off the airwaves to make place for MTV Pakistan. So what is going to happen to it? “It’s going as a block on Indus Vision,” says Ghazanfar. Why not just keep it? “Because there would have been a conflict of interest. If you’re going to do something, take ownership. If you’re going to be wishy-washy about it then don’t do it. MTV Pakistan is MTV Pakistan and IM was the pioneer and the catalyst to bring MTV here, but you have to take ownership.”

About activities other than programming, he says, “In March, we’re having the MTV Awards followed by the MTV Style Awards and then the MTV Video Awards.” But how can a music channel have style awards? “It’s more fashion based. You see, its ‘young fashion’. Basically their philosophy is about ‘youth’ and that’s what we’re targeting.”

With the acquisition of the franchise, does the Indus TV network have access to the MTV database when it comes to music and also a host of other perks including fresh graphics and animations to display on their channel? “Yes, we have access to all their awards and we have access to all their music, but we’re sticking to the Pakistani genre. Otherwise, you can see MTV Europe, MTV India or whatever. We want to stick to our own people. I think that they should learn that they have to be the best and they have to move on. And they have now a brand to go with it,” adds Ghazanfar.

Other channels may not be adequately equipped to respond to the quality one hopes MTV Pakistan, with its added benefits of training and accessible electronic material, will display, but it should certainly pass the message that it’s about time they step up to game and give their programming some serious thought and investment, not to mention, take a long-term perspective of their channel.

As for how well will MTV Pakistan survive and live up to the brand name it has acquired? No doubt, when IM started out, it pioneered in entertainment dedicated solely to music; their VJs became household names in a matter of weeks; they launched the first music-related awards show in Pakistan, after the EMI Awards. However, instead of getting better with time, their awards took a downward spiral and were suspected by many of being somewhat biased. One hopes that that the team heading MTV Pakistan has learnt from the mistakes made earlier and that the MTV Awards, whenever they take place, will be better and more organised.

First Published:
Images
November 12th, 2006