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The case examines the rivalry between leading music television channels in India, MTV and Channel [V], during the late 1990s and early 2000. The reasons behind MTV exiting India, the launch of Channel [V] and MTV''s re-entry have been discussed. The reasons behind Channel [V]''s initial success that prompted a strategic shift in MTV''s programming mix have been also detailed. The case explores the various measures undertaken by MTV that enabled it to become the market leader at the cost of Channel [V]. Finally, the restructuring efforts undertaken by Channel [V] to compete with MTV have also been examined. The case is structured to enable students to: (1) understand the emergence of MTV and Channel [V] in India, their appeal and ability to attract the young audience; (2) understand the importance of programming mix for the success of a channel; (3) understand the importance of local programming in the success of a music channel; (4) identify the strategies, which helped MTV to emerge and remain the leader in the music television segment; and (5) the pros and cons of Channel [V]''s programming and reasons behind Channel [V] losing its leadership position to MTV. The case is intended for MBA/PGDBM level students for the business strategy curriculum. The teaching note does not contain an analysis of the case.