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01-27-2013, 02:25 PM #1
We are using a lot of resources to give youth an expression: Prem Kamath, General Manager, [V]
Prem Kamath, General Manager, Channel [V] rather believes in doing something like the recently held ‘India Fest’ wherein the talented kids got an opportunity to push the envelope and try something different, than having shows of the genre Emotional Atyachar and Super Stud (Bindass) which do not help in building the ‘real connect’.
Says Kamath, “Shows like Emotional Atyachar and Super Stud will bring in numbers, but that is more like the crowd which gathers around accident sites to just watch the incident than helping out in any way. We at Channel [V] do not want to do such stuff. We would rather prefer India Fest which brings talented students from 1700 colleges from all over India. We encourage them to take up unconventional careers like VJ, literary singing and dancing etc. We have also held number of regional events (at Delhi, Mumbai, Kolkata) recently which brought students from diverse states. India Fest provides a platform to many colleges who do not have funds to launch their own festivals. India Fest’s USP is that it is pan India whereas there are many well-known festivals which are more regional in nature (Indigo for example). Bagha Beach in Goa which has been the venue for the Finale over the last three years is also a plus point as we provide travel and lodging facilities to all the regional winners.”
Talking about the celebrity quotient at India Fest, Kamath states, “I am very happy that Farhan Akhtar made it to the event; he is a youth icon. The icing on the cake was that he was ready to perform. We could have had bigger names like Shah Rukh Khan, but he would have just given a speech and left. We also had Dino Morea and Neha Dhupia to judge the campus stud and diva contests. Raghu Dixit and Shankar Ehsaan Loy too performed.”
Channel [V] which has now become #1 in the youth space, and Kamath before signing off, could not help but take a dig at rival channels stating, “This time MTV is saying that they will hold parties in Mumbai where one can just dance and booze. But we are using a lot of resources to give the youth an expression.”
Well said, Kamath!!!