Introduction
JioStar has announced the removal of nine channels from its platform, effective March 15, 2025, following the 7th annual e-auction of DD Freedish.
Among the affected channels are music-focused networks Vh1 and MTV Beats, along with Comedy Central. These channels were previously owned by Viacom18 before its merger with Disney Star.
Why Is JioStar Removing These Channels?
Industry sources indicate that market challenges and shifting audience preferences contributed to the decision. Viewers of English entertainment and music channels have increasingly moved to OTT platforms, reducing the viability of these channels on television. The decline in traditional TV viewership for music content has particularly impacted Vh1 and MTV Beats, which have historically played a key role in delivering Western and Hindi music to Indian audiences.
“Revenue is tied to audience behavior. When advertisers see a decline in affluent viewers for English or music content on TV, broadcasters have no choice but to adapt,” according to industry experts.
The Future of English Entertainment on JioStar
Despite the discontinuation, the content from these channels will continue to be available on JioHotstar. JioStar will still offer Colors Infinity as an English general entertainment channel and Star Movies as an English movie channel.
Potential Changes in Kids’ Genre
Sources suggest that JioStar may also adjust its lineup in the kids’ genre, where it currently operates seven brands.
A Broader Trend in the Indian Television Industry
This development follows a trend in the Indian television industry. Disney Star shut down its English general entertainment channel, Star World, in March 2023. In 2020, Sony Pictures Network India discontinued AXN and AXN HD, while Network18 removed FYI TV18. With Comedy Central and Vh1 going off air, only Colors Infinity and Zee Café remain as English entertainment channels in India.
Channel Overviews
Comedy Central
Launched in India in 2012 by Viacom18, Comedy Central became a go-to destination for Western-style comedy. It aired popular series like The Daily Show, Saturday Night Live, The Office, Suits, Friends, and How I Met Your Mother. The channel catered to young urban audiences looking for light-hearted entertainment.
Vh1
Vh1 entered India in 2005 and played a key role in shaping pop culture among English-speaking viewers. Initially part of a joint venture between Viacom and Zee-Turner, it later became part of Viacom18. The channel featured music countdowns, reality shows, and documentaries. It also organized events like Vh1 Supersonic, a major music festival in India.
MTV Beats
MTV Beats was launched in 2016 as a replacement for Pepsi MTV Indies. The channel focused on 24×7 Hindi music, targeting audiences aged 15-30 across urban and rural India. Popular programs included Love Beats with Darshan Raval, Flashback, and House Party with DJ Chetas.
With these channels shutting down, Indian television continues to shift toward digital platforms, reflecting changing audience preferences and market dynamics.
Conclusion
JioStar’s decision to remove nine channels, including Vh1, MTV Beats, and Comedy Central, signals a major transformation in the Indian television industry. As audiences increasingly migrate to OTT platforms, broadcasters must adapt to remain relevant. While traditional TV channels face a decline, digital platforms continue to thrive, offering more flexibility and engagement.
For now, viewers can continue enjoying their favorite content on JioHotstar and other streaming platforms. The industry’s future will likely see further consolidation, innovation, and digital expansion.
