ITV

Category: Music and Youth

  • ‘Goosebump’ : Zee Music collaborates with ‘Kung Fu Yoga’

    ‘Goosebump’ : Zee Music collaborates with ‘Kung Fu Yoga’

    MUMBAI: Zee Music Company has roped in Fazilpuria from the fame of Ladki Kar Gayi Chul to create a promotional track Goosebump for their upcoming project Kung Fu Yoga. The movie Kung Fu Yoga stars the martial art king Jackie Chan, Sonu Sood, Disha Patani & Amyra Dastur and is directed by Stanley Tong. The movie will be releasing globally on 3 February 2017.

    The very elated Sonu Sood said “It was a fantastic experience working on this project and I am super glad for having shared the screen with the legend Jackie Chan. This project is very close to me and I will do all I can to promote the film. Thus, to amp the promotion we approached Zee Music to create a promotional track. The track Goosebump by Fazilpuria came across as an instant hit and is a perfect fit for our film”.

    On this occasion Zee Music Company business head Anurag Bedi said “We at Zee Music Company are extremely proud to associate with the team of Kung Fu Yoga and get Faizalpuria on board to create magic with the promotional track ‘Goosebump’. This is just the beginning and there are many more associations to come. This year we look forward to collaborate with super talented artists such as Raftaar, Indeep Bakshi & Manj Musikto compose some smashing hit numbers”.

  • ‘Goosebump’ : Zee Music collaborates with ‘Kung Fu Yoga’

    ‘Goosebump’ : Zee Music collaborates with ‘Kung Fu Yoga’

    MUMBAI: Zee Music Company has roped in Fazilpuria from the fame of Ladki Kar Gayi Chul to create a promotional track Goosebump for their upcoming project Kung Fu Yoga. The movie Kung Fu Yoga stars the martial art king Jackie Chan, Sonu Sood, Disha Patani & Amyra Dastur and is directed by Stanley Tong. The movie will be releasing globally on 3 February 2017.

    The very elated Sonu Sood said “It was a fantastic experience working on this project and I am super glad for having shared the screen with the legend Jackie Chan. This project is very close to me and I will do all I can to promote the film. Thus, to amp the promotion we approached Zee Music to create a promotional track. The track Goosebump by Fazilpuria came across as an instant hit and is a perfect fit for our film”.

    On this occasion Zee Music Company business head Anurag Bedi said “We at Zee Music Company are extremely proud to associate with the team of Kung Fu Yoga and get Faizalpuria on board to create magic with the promotional track ‘Goosebump’. This is just the beginning and there are many more associations to come. This year we look forward to collaborate with super talented artists such as Raftaar, Indeep Bakshi & Manj Musikto compose some smashing hit numbers”.

  • VH1 Supersonic ’17 to hit big, 20 sponsors on board, more IPs in pipeline

    VH1 Supersonic ’17 to hit big, 20 sponsors on board, more IPs in pipeline

    MUMBAI: “At this moment and time, our mandate is very clear – to build the live industry in India, for which you need to have real ticketed events.”

    Standing true to his words, Viacom18′ Integrated Network Solution (INS) and consumer products business head Saugato Bhowmik is focused on building the industry in the live entertainment business for Viacom 18 through ticketed events. Of the five IPs under Live Viacom18 banner, the gigantic music event VH1 Supersonic is all set to take Pune by storm by taking the viewers to a fantasy world. Transforming into a multi-genre international music festival with this edition after a successful run in the past three years, the mega event claims to have doubled its sponsorship value since it’s launch.

    With Gionee as the title sponsor, the festival is powered by Budweiser and has locked deals with as many as 18 other sponsors from various sectors such as — Fastrack, Mexitos, Ajio.com, Reliance Digital, Bisleri, Spraymint, Dot Shot, etc, several hopping on board for the first time. If media punters in the events space are to be believed, the three-day festival has managed to get approximately Rs. 12-15 crore from their sponsorship deals.

    “VH1 Supersonic has nearly doubled its sponsorship value since the previous editions by partnering with brands from diverse sectors on the back of tremendous success in the past editions and a transformed genre line-up. We have got the highest number of partners for this edition. Apart from the several partners that we have already on board,  more sponsors are always welcome,” said Bhowmik.  

    The network has signed a long-term partnership with all the brands on board. According to Bhowmik, only in the long run can a true brand’s value be maximised and leveraged for the people to associate the festival with the partners’ brand value and vice-versa.

    In its fourth year, the music festival has adopted a unique approach to promote its brands across platforms. Going beyond the conventional route of sponsorship, the festival is in the process of creating customised branded content for its sponsors.

    After movies for two of it’s main sponsors, Gionee and Budweiser, webcasts as well as web-series are in the making. A six-part web series on music hosted by Nikhil Chinappa titled Gionee VJ Hunt and another six-part web series bringing the lives of Supersonic fans on the screens is also in the pipeline. All this,  plus some highlights from the festival, will be aired across the network’ bouquet of channels mainly VH1 and it’s OTT platform, Voot.

    The brands associated with the music festival would be able to successfully reach out to 90 million viewers through  the campaigns running in their TV channels and Voot, claimed Bhowmik.

    As far as the promotions are concerned, the network is heavily marketing the festival across print and its TV channels. Apart from this, they are heavily leveraging social media platforms. They have also set up over 100 OOH sites across India.

    With the venue moving to Pune from Goa, the festival and its philosophy remains unaltered. “The change in the venue was part of the journey and a transformation for the brands itself. Our philosophy is to provide transformational experience and we, at this venue, can develop a lot of experiences that we have always promised the audience. We want more and more people to experience us at an affordable rate. Our prime audience is the youth and the young professionals. A large part of them is right in the heart of the youth capital ie Pune. It was a very easy decision to make. The vision of the brand was well communicated and everyone was excited about the multi genre festival,” added Bhowmik.

    The promising artist lineup for this year comprises over 50 artistes with three headlining acts. After sending fans into a frenzy with Eric Prydz and going in for an encore with Macklemore, Vh1 Supersonic recently unveiled Zedd as its third headliner.

    In addition to the immaculate lineup, the music festival has unique on ground experiences. The audience can also enjoy a gamut of experiential activities and can lose themselves in numerous hangout zones, filled with fun and adventurous activities, enjoy in a curated beer garden, weave through engaging art installations, shop at flea markets, etc.

    Apart from the wide expanse of three stages- main strange, spectrum stage and Gionee bass stage, the festival has taken on several social initiatives such as women safety, zero drug policy, fire safety, health and sanitation, ets so as to send a resounding message to the young audience.  Pune police would be providing security to the event besides private agencies. The venue has been converted into WiFi cloud zone for the audience.

    Going ahead, Live Viacom18 plans to scale up its IPs to lot more. The network has already mapped clear consumer segments and will fill in the gaps in its portfolio. “IP interactions and crafting is a very difficult taste and has to be done in a detailed manner. We are crafting those ideas at the moment. There is no lifeline to the launches as it requires a lot of preparatory work and will take sometime.  Without worrying about the timeline, Viacom18 assures to launch many more IPs in the future,” concluded Bhowmik.

    Also Read:

    After Eric Prydz, Macklemore, Gionee Vh1 Supersonic now ropes in Zedd

    Reinstating optimism in youth, Zing to launch ‘Aye Zindagi’   

    ‘MTV Unplugged’ 6 line-up includes Rahman, Shreya, Badshah & Amit Trivedi   

    Sony targets 9m HD subs & diaspora with youth-focused Rox in Dolby quality

    Over 50 HD channels now available in Dolby Audio in India

  • VH1 Supersonic ’17 to hit big, 20 sponsors on board, more IPs in pipeline

    VH1 Supersonic ’17 to hit big, 20 sponsors on board, more IPs in pipeline

    MUMBAI: “At this moment and time, our mandate is very clear – to build the live industry in India, for which you need to have real ticketed events.”

    Standing true to his words, Viacom18′ Integrated Network Solution (INS) and consumer products business head Saugato Bhowmik is focused on building the industry in the live entertainment business for Viacom 18 through ticketed events. Of the five IPs under Live Viacom18 banner, the gigantic music event VH1 Supersonic is all set to take Pune by storm by taking the viewers to a fantasy world. Transforming into a multi-genre international music festival with this edition after a successful run in the past three years, the mega event claims to have doubled its sponsorship value since it’s launch.

    With Gionee as the title sponsor, the festival is powered by Budweiser and has locked deals with as many as 18 other sponsors from various sectors such as — Fastrack, Mexitos, Ajio.com, Reliance Digital, Bisleri, Spraymint, Dot Shot, etc, several hopping on board for the first time. If media punters in the events space are to be believed, the three-day festival has managed to get approximately Rs. 12-15 crore from their sponsorship deals.

    “VH1 Supersonic has nearly doubled its sponsorship value since the previous editions by partnering with brands from diverse sectors on the back of tremendous success in the past editions and a transformed genre line-up. We have got the highest number of partners for this edition. Apart from the several partners that we have already on board,  more sponsors are always welcome,” said Bhowmik.  

    The network has signed a long-term partnership with all the brands on board. According to Bhowmik, only in the long run can a true brand’s value be maximised and leveraged for the people to associate the festival with the partners’ brand value and vice-versa.

    In its fourth year, the music festival has adopted a unique approach to promote its brands across platforms. Going beyond the conventional route of sponsorship, the festival is in the process of creating customised branded content for its sponsors.

    After movies for two of it’s main sponsors, Gionee and Budweiser, webcasts as well as web-series are in the making. A six-part web series on music hosted by Nikhil Chinappa titled Gionee VJ Hunt and another six-part web series bringing the lives of Supersonic fans on the screens is also in the pipeline. All this,  plus some highlights from the festival, will be aired across the network’ bouquet of channels mainly VH1 and it’s OTT platform, Voot.

    The brands associated with the music festival would be able to successfully reach out to 90 million viewers through  the campaigns running in their TV channels and Voot, claimed Bhowmik.

    As far as the promotions are concerned, the network is heavily marketing the festival across print and its TV channels. Apart from this, they are heavily leveraging social media platforms. They have also set up over 100 OOH sites across India.

    With the venue moving to Pune from Goa, the festival and its philosophy remains unaltered. “The change in the venue was part of the journey and a transformation for the brands itself. Our philosophy is to provide transformational experience and we, at this venue, can develop a lot of experiences that we have always promised the audience. We want more and more people to experience us at an affordable rate. Our prime audience is the youth and the young professionals. A large part of them is right in the heart of the youth capital ie Pune. It was a very easy decision to make. The vision of the brand was well communicated and everyone was excited about the multi genre festival,” added Bhowmik.

    The promising artist lineup for this year comprises over 50 artistes with three headlining acts. After sending fans into a frenzy with Eric Prydz and going in for an encore with Macklemore, Vh1 Supersonic recently unveiled Zedd as its third headliner.

    In addition to the immaculate lineup, the music festival has unique on ground experiences. The audience can also enjoy a gamut of experiential activities and can lose themselves in numerous hangout zones, filled with fun and adventurous activities, enjoy in a curated beer garden, weave through engaging art installations, shop at flea markets, etc.

    Apart from the wide expanse of three stages- main strange, spectrum stage and Gionee bass stage, the festival has taken on several social initiatives such as women safety, zero drug policy, fire safety, health and sanitation, ets so as to send a resounding message to the young audience.  Pune police would be providing security to the event besides private agencies. The venue has been converted into WiFi cloud zone for the audience.

    Going ahead, Live Viacom18 plans to scale up its IPs to lot more. The network has already mapped clear consumer segments and will fill in the gaps in its portfolio. “IP interactions and crafting is a very difficult taste and has to be done in a detailed manner. We are crafting those ideas at the moment. There is no lifeline to the launches as it requires a lot of preparatory work and will take sometime.  Without worrying about the timeline, Viacom18 assures to launch many more IPs in the future,” concluded Bhowmik.

    Also Read:

    After Eric Prydz, Macklemore, Gionee Vh1 Supersonic now ropes in Zedd

    Reinstating optimism in youth, Zing to launch ‘Aye Zindagi’   

    ‘MTV Unplugged’ 6 line-up includes Rahman, Shreya, Badshah & Amit Trivedi   

    Sony targets 9m HD subs & diaspora with youth-focused Rox in Dolby quality

    Over 50 HD channels now available in Dolby Audio in India

  • After Eric Prydz, Macklemore, Gionee Vh1 Supersonic now ropes in Zedd

    After Eric Prydz, Macklemore, Gionee Vh1 Supersonic now ropes in Zedd

    MUMBAI: After breaking the internet with the news of Eric Prydz performing at the festival and going in for an encore with Macklemore, Gionee Vh1 Supersonic powered by Budweiser continues to slay the festival line-up game by unveiling its third headliner Zedd a.k.a Anton Zaslavski. This year marks the second consecutive appearance by the artist on the Vh1 Supersonic festival stage.

    “Vh1 Supersonic has always been about raising standards of LIVE experiences in India, breaking boundaries and offering something new to our audience. This year has been no different! With the earlier announcements and now with Zedd joining the headlining acts, we have given just a glimpse of the magnitude of what is expected at Vh1 Supersonic 2017. Zedd, with his own touch to dance music is sure to turn Vh1 Supersonic 2017 into a rich experience. We are thrilled to welcome him home once again, as he is part of the Supersonic family,” said Live Viacom18 consumer products business head Saugato Bhowmik.

    The festival has revealed a diverse range of genres in its fourth edition including Big Room, Hip-hop, Electro, House, Trance, Techno and Drum n’ Bass. More artists encapsulating genres like Reggae / Dub and Future Bass are expected to be released in its next phase of announcements. The festival’s music curation aims to cover two key aspects for its fans, making sure that musically there’s something for everyone, while at the same time ensuring that fans are exposed to new and exciting styles of music, from across the globe.

    “We are extremely excited the way the festival is coming together, staying true to its philosophy to provide an enriching and transformative experience. As a brand with our aim is to stay connected with the youth by partnering youth-centric properties. Vh1 Supersonic is re-affirming the belief audience had on the festival by putting together well balanced and diverse line-up,” added Gionee marketing head Nomit Joshi.

    Burst onto the music scene a few years ago with his remix from Skrillex and the Doors – Breakin’ A Sweat. He followed this up with his own track Spectrum and Clarity, his debut album both of which topped dance music and popular charts across the world. He followed this up with the release of his sophomore album True Colors which spawned a global tour which set standards in production for its innovative use of visuals, lasers and light along with Zedd’s own brand of scintillating dance music.

    “The electronic music scene in India is at its peak with global artists witnessing a huge fan following. As a brand, Budweiser aims to provide its fans, the best electronic music to experience and our association with Vh1 Supersonic acts as a testimony. This year Vh1 Supersonic will see some power packed performances by two world renowned artists debuting in India along with Zedd,” said AB InBev India & South East Asia marketing director Kartikeya Sharma.

    In just 27 years, this Russian-German producer Zedd has established himself as one of the biggest forces in the world of dance music. He has produced for some of the biggest names such as Lady Gaga and Black Eyed Peas, and has collaborated with top vocalists such as Kesha, Ellie Goulding, Selena Gomez, Justin Bieber, to name a few. His album True Colors recently won an Award in the Top Dance/ Electronic Album category at the Billboard Awards 2016.

  • After Eric Prydz, Macklemore, Gionee Vh1 Supersonic now ropes in Zedd

    After Eric Prydz, Macklemore, Gionee Vh1 Supersonic now ropes in Zedd

    MUMBAI: After breaking the internet with the news of Eric Prydz performing at the festival and going in for an encore with Macklemore, Gionee Vh1 Supersonic powered by Budweiser continues to slay the festival line-up game by unveiling its third headliner Zedd a.k.a Anton Zaslavski. This year marks the second consecutive appearance by the artist on the Vh1 Supersonic festival stage.

    “Vh1 Supersonic has always been about raising standards of LIVE experiences in India, breaking boundaries and offering something new to our audience. This year has been no different! With the earlier announcements and now with Zedd joining the headlining acts, we have given just a glimpse of the magnitude of what is expected at Vh1 Supersonic 2017. Zedd, with his own touch to dance music is sure to turn Vh1 Supersonic 2017 into a rich experience. We are thrilled to welcome him home once again, as he is part of the Supersonic family,” said Live Viacom18 consumer products business head Saugato Bhowmik.

    The festival has revealed a diverse range of genres in its fourth edition including Big Room, Hip-hop, Electro, House, Trance, Techno and Drum n’ Bass. More artists encapsulating genres like Reggae / Dub and Future Bass are expected to be released in its next phase of announcements. The festival’s music curation aims to cover two key aspects for its fans, making sure that musically there’s something for everyone, while at the same time ensuring that fans are exposed to new and exciting styles of music, from across the globe.

    “We are extremely excited the way the festival is coming together, staying true to its philosophy to provide an enriching and transformative experience. As a brand with our aim is to stay connected with the youth by partnering youth-centric properties. Vh1 Supersonic is re-affirming the belief audience had on the festival by putting together well balanced and diverse line-up,” added Gionee marketing head Nomit Joshi.

    Burst onto the music scene a few years ago with his remix from Skrillex and the Doors – Breakin’ A Sweat. He followed this up with his own track Spectrum and Clarity, his debut album both of which topped dance music and popular charts across the world. He followed this up with the release of his sophomore album True Colors which spawned a global tour which set standards in production for its innovative use of visuals, lasers and light along with Zedd’s own brand of scintillating dance music.

    “The electronic music scene in India is at its peak with global artists witnessing a huge fan following. As a brand, Budweiser aims to provide its fans, the best electronic music to experience and our association with Vh1 Supersonic acts as a testimony. This year Vh1 Supersonic will see some power packed performances by two world renowned artists debuting in India along with Zedd,” said AB InBev India & South East Asia marketing director Kartikeya Sharma.

    In just 27 years, this Russian-German producer Zedd has established himself as one of the biggest forces in the world of dance music. He has produced for some of the biggest names such as Lady Gaga and Black Eyed Peas, and has collaborated with top vocalists such as Kesha, Ellie Goulding, Selena Gomez, Justin Bieber, to name a few. His album True Colors recently won an Award in the Top Dance/ Electronic Album category at the Billboard Awards 2016.

  • Reinstating optimism in youth, Zing to launch ‘Aye Zindagi’

    Reinstating optimism in youth, Zing to launch ‘Aye Zindagi’

    MUMBAI: Not often is life kind enough to let you move past errors and start afresh but when it does, we must make the best of it. Chronicling many such stories of human experiences, Zing presents a new fiction show. Titled Aye Zindagi, the channel has roped Rithwik Dhanjani as the host.

    Keeping up with its brand promise of #thatsmything, the channel will bring thrilling stories of Indian hinterlands on the TV sets from 26 January at 7 pm.

    “Youth is the most exciting and at the same time the most alarming stage of growing up. Struggling through peer pressure, parental control and mixed emotions, little chance do they get to introspect and think through life choices. And these at times lead to bad judgement. But there is always hope at the end of the tunnel and Aye Zindagi instills that hope. Our endeavor is to tell life altering stories of youngsters who didn’t budge to the wrong and took a second chance at life,” said Zing business head Vishnu Shankar.

    Aye Zindagi explores the heart felt, humane and very relatable stories of youngsters dealing with various situations and how they come out of them victorious. It explores volatile emotions as youth treads forbidden path, taking up tricky and dangerous challenges but the show reinstates optimism as it shows the youth ultimately choosing the right path winning over trial and tribulations of Zindagi.

    Dhanjani added, “When I heard the concept of the show, what intrigued me were the realness of the stories. Aye Zindagi touches upon stories that do touch our lives. And there is no preaching in the show. There is no sending a message, not asking people to follow what’s right and wrong. It’s just reflection of life stories which appealed to me. It’s also first of a kind show for me different from the romantic shows I have done. Here, I am personally involved in all the stories. There are episodes where I am interacting with the characters of the story which is new.”

  • Reinstating optimism in youth, Zing to launch ‘Aye Zindagi’

    Reinstating optimism in youth, Zing to launch ‘Aye Zindagi’

    MUMBAI: Not often is life kind enough to let you move past errors and start afresh but when it does, we must make the best of it. Chronicling many such stories of human experiences, Zing presents a new fiction show. Titled Aye Zindagi, the channel has roped Rithwik Dhanjani as the host.

    Keeping up with its brand promise of #thatsmything, the channel will bring thrilling stories of Indian hinterlands on the TV sets from 26 January at 7 pm.

    “Youth is the most exciting and at the same time the most alarming stage of growing up. Struggling through peer pressure, parental control and mixed emotions, little chance do they get to introspect and think through life choices. And these at times lead to bad judgement. But there is always hope at the end of the tunnel and Aye Zindagi instills that hope. Our endeavor is to tell life altering stories of youngsters who didn’t budge to the wrong and took a second chance at life,” said Zing business head Vishnu Shankar.

    Aye Zindagi explores the heart felt, humane and very relatable stories of youngsters dealing with various situations and how they come out of them victorious. It explores volatile emotions as youth treads forbidden path, taking up tricky and dangerous challenges but the show reinstates optimism as it shows the youth ultimately choosing the right path winning over trial and tribulations of Zindagi.

    Dhanjani added, “When I heard the concept of the show, what intrigued me were the realness of the stories. Aye Zindagi touches upon stories that do touch our lives. And there is no preaching in the show. There is no sending a message, not asking people to follow what’s right and wrong. It’s just reflection of life stories which appealed to me. It’s also first of a kind show for me different from the romantic shows I have done. Here, I am personally involved in all the stories. There are episodes where I am interacting with the characters of the story which is new.”

  • Sony targets 9m HD subs & diaspora with youth-focused Rox in Dolby quality

    Sony targets 9m HD subs & diaspora with youth-focused Rox in Dolby quality

    MUMBAI: Sony Pictures Network India (SPN) has launched its second channel in music genre. The group has strengthened its position in the Hindi music space bringing in Sony Rox HD, a youth-focused contemporary Hindi music high-definition channel.

    Sony Rox HD launched across key direct-to-home (DTH) and digital cable platforms such as Tata Sky, Fastway, In Cable and UCN, among other. It will showcase latest Hindi film music in high-definition visual format of 1080i resolution that is enhanced by Dolby Audio.

    True to its positioning of being a youth-focused music channel, Sony ROX HD revealed the channel look and offerings at a music-styled event that included a special performance by the first two ROX original artistes in Mumbai. The event was witnessed by select media as well as the millions of followers of the SPN network channels simulcast on Facebook Live.

    Served through a day-parted playout with unique programming initiatives, the latest channel on the block promises to be the most exciting. Its tagline: ‘Music Melody Madhoshi’ captures the approach of taking the core ingredient of the genre i.e. ‘Music’, curating and treating it through the perspective of beautiful music i.e.‘Melody’ to transcend the music experience on Sony Rox HD to a high of ‘Madhoshi’.

    Speaking at the launch, SPN CEO NP Singh said, “In the last few years, as a network, we have been growing aggressively. We have been launching more channels and expanding our portfolio in all the genres. When we launched Sony Mix, that was the first time we were getting into Bolllywood music. Six months post the launch, Mix has become the number one channel in the Hindi music space. Building on this gratifying experience, we decided to launch Hindi music super premium channel which is youth focused and which will offer you good quality video i.e 1080i with Dolby Audio. I am confident that Sony Rox HD too will be the leader in the Hindi music space.”

    SPN Hindi movies and music sluster senior EVP and business head Neeraj Vyas said, “A youth-focused contemporary Hindi music channel Sony Rox HD’s music content and programming initiatives will make it the leading hangout destination on television for 15-21-year olds. We are a ‘True-Blue HD Hindi Music Channel’ ensuring our viewers enjoy music that looks good, sounds great and feels awesome.” Speaking to indiantelevision.com, Vyas said that Sony Rox would be primarily targeting the nine million HD homes in India and the sub-continental diaspora across the globe. With Dolby collaboration, he said, Sony Rox aimed at enhancing the sound quality for the music aficianados.

    To a question on the DTH traffic moving on to OTT/VOD platforms, Vyas quipped: “It’s going to take time (in India),” adding that, in the west, in spite of good penetration of Internet and that too at a high speed, television still was a growing phenomenon.

    One of the channel specials: ‘Rox Original artiste of the Month’ sets Rox HD as the first ongoing platform for upcoming Indie artistes on the national television. At the center of it all is a comprehensive music content acquisition strategy ensuring tie-ups with all the leading labels in contemporary music such as T-series, Zee Music, Sony Music, YRF, Eros Music, UTV-Disney and Tips, etc.

    Dolby Laboratories emerging markets senior director Pankaj Kedia said, “Great sound is essential for a complete cinematic entertainment experience and Dolby is excited to work with Sony Rox HD to unveil a dynamic audio experience for consumers. Together with Sony Rox HD, we aim to transform the way music is consumed in the country.”

    The channel will be promoted extensively across all Sony Pictures Networks’ HD channels, carrier platforms, coupled with print, a robust digital and social media presence to engage with audiences at different touch points.

  • Sony targets 9m HD subs & diaspora with youth-focused Rox in Dolby quality

    Sony targets 9m HD subs & diaspora with youth-focused Rox in Dolby quality

    MUMBAI: Sony Pictures Network India (SPN) has launched its second channel in music genre. The group has strengthened its position in the Hindi music space bringing in Sony Rox HD, a youth-focused contemporary Hindi music high-definition channel.

    Sony Rox HD launched across key direct-to-home (DTH) and digital cable platforms such as Tata Sky, Fastway, In Cable and UCN, among other. It will showcase latest Hindi film music in high-definition visual format of 1080i resolution that is enhanced by Dolby Audio.

    True to its positioning of being a youth-focused music channel, Sony ROX HD revealed the channel look and offerings at a music-styled event that included a special performance by the first two ROX original artistes in Mumbai. The event was witnessed by select media as well as the millions of followers of the SPN network channels simulcast on Facebook Live.

    Served through a day-parted playout with unique programming initiatives, the latest channel on the block promises to be the most exciting. Its tagline: ‘Music Melody Madhoshi’ captures the approach of taking the core ingredient of the genre i.e. ‘Music’, curating and treating it through the perspective of beautiful music i.e.‘Melody’ to transcend the music experience on Sony Rox HD to a high of ‘Madhoshi’.

    Speaking at the launch, SPN CEO NP Singh said, “In the last few years, as a network, we have been growing aggressively. We have been launching more channels and expanding our portfolio in all the genres. When we launched Sony Mix, that was the first time we were getting into Bolllywood music. Six months post the launch, Mix has become the number one channel in the Hindi music space. Building on this gratifying experience, we decided to launch Hindi music super premium channel which is youth focused and which will offer you good quality video i.e 1080i with Dolby Audio. I am confident that Sony Rox HD too will be the leader in the Hindi music space.”

    SPN Hindi movies and music sluster senior EVP and business head Neeraj Vyas said, “A youth-focused contemporary Hindi music channel Sony Rox HD’s music content and programming initiatives will make it the leading hangout destination on television for 15-21-year olds. We are a ‘True-Blue HD Hindi Music Channel’ ensuring our viewers enjoy music that looks good, sounds great and feels awesome.” Speaking to indiantelevision.com, Vyas said that Sony Rox would be primarily targeting the nine million HD homes in India and the sub-continental diaspora across the globe. With Dolby collaboration, he said, Sony Rox aimed at enhancing the sound quality for the music aficianados.

    To a question on the DTH traffic moving on to OTT/VOD platforms, Vyas quipped: “It’s going to take time (in India),” adding that, in the west, in spite of good penetration of Internet and that too at a high speed, television still was a growing phenomenon.

    One of the channel specials: ‘Rox Original artiste of the Month’ sets Rox HD as the first ongoing platform for upcoming Indie artistes on the national television. At the center of it all is a comprehensive music content acquisition strategy ensuring tie-ups with all the leading labels in contemporary music such as T-series, Zee Music, Sony Music, YRF, Eros Music, UTV-Disney and Tips, etc.

    Dolby Laboratories emerging markets senior director Pankaj Kedia said, “Great sound is essential for a complete cinematic entertainment experience and Dolby is excited to work with Sony Rox HD to unveil a dynamic audio experience for consumers. Together with Sony Rox HD, we aim to transform the way music is consumed in the country.”

    The channel will be promoted extensively across all Sony Pictures Networks’ HD channels, carrier platforms, coupled with print, a robust digital and social media presence to engage with audiences at different touch points.