The media environment had changed too.
GECs had proliferated and launched music shows like Sa Re Ga Ma Pa, Nach Baliye and Indian Idol. "These were eating into my eyeballs," claims Patil. Moreover, music was now a commodity and freely available on the Net, iPod and mobile phone.
The channel was also under threat from 9XM, INX Media's music channel. It played back-to-back music and was in the prime distribution band which it was keeping warm for the group's news channel.
Patil then launched Project 'Sexy Back' which required the channel to bring the oomph back which, according to him, "seemed to have walked out along with video jockey Malaika Arora." (For Project Sexy Back, the entire stationery at the office was changed and the office was repainted in sexier colours, lest the employees lose focus.)
Image: VJ Cyrus Broacha. | Photograph, courtesy: MTV
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