The change is a "natural process", Kamath told IANS.
"There certainly needs to be a change. On Indian television, there are too many options, but there's not enough variety, especially in the youth space," he added.
Channel V, which was earlier a purely music medium, discontinued music programming altogether July 1, 2012. It started pursuing content across various genres through fiction dailies and studio formats that address crucial and undermined youth issues.
Now, starting Nov 25, it will sport a refreshed identity - a new logo to go with its new tagline- 'V Correct Hai'.
"The tagline is representative of how the youth likes to be emotionally correct about everything? How they get to know within them about the right way to go forward?" explained Kamath.
The brand refresh will also see the launch of four new shows - "Sadda Haq", "Confessions of an Indian Teenager", "Paanch - Don't Get Mad, Get Even" and "Relationship Status-It's Complicated".
Each different from the other.
"Sadda Haq" is about a young Delhi girl who challenges the patriarchal world to make her way to an engineering college while "Confessions of an Indian Teenager" is about a young boy who takes the viewers on a journey to meet teenagers and share their dilemmas that result from peer pressure.
"Paanch - Don't get Mad, Get Even" narrates the story of a shy 18-year-old girl who enters a college in Mumbai to 'right some wrongs'.
"Relationship Status-It's Complicated" is a sitcom about three boys and three girls who land into each other's life when they become next door neighbours.
Explaining the idea behind the shows, Kamath said: "We try to explore relationships, career, education, friends and other such issues surrounding the youth, through our shows."
Most of the shows are bi-weeklies and will last only around 26 weeks as short, season-based entertainers seem to be the flavour of the season.
Apart from the new shows, Channel V's current flagship shows - "Gumrah", "Dil Dosti Dance D3" and "The Buddy Project" will continue under the new brand identity.
--IANS (Posted on 21-11-2013)