Category: Music and Youth

  • MTV launches 3 new digital branded content properties

    MTV launches 3 new digital branded content properties

    MUMBAI: Continuing its winning streak after launching yet another successful season of Nano Drive with MTV and clocking in over 11 million visits on its website, iconic youth brand, MTV, is all set to wow its online audiences further with three exciting new shows on the web. Starting with a return of the extremely popular show CEAT MTV Chase The Monsoon which gets into gear from August 6th 2014, the brand is adding two new shows to its ever increasing kitty of web only content – Philips MTV Bachelor Pad and MTV The look. All these shows, along with being showcased on MTV’s website www.mtv.in.com will also be promoted extensively through dedicated Facebook fan pages and MTV’s vast social media presence with a reach of over 27 million.

     

    MTV has always been ahead of the curve when it comes to web content as it has been creating successful digital branded content for the last four years. MTV long ago understood that as content becomes more and more platform agnostic, advertising on secondary platforms is becoming a little redundant. People don’t want to sit through an ad before the video begins, especially if they’re are on a laptop/tab or mobile phone. But the evolution of video consumption has also lead to a lot happening in the video advertising space. And MTV is clearly leading the digital branded content surge in India with a host of innovative shows targeting different segments of audiences.

     

    Announcing the launch, Eklavya Bhattacharya, Head of Digital, MTV India said, “Digital branded content is something we started nearly 4 years back and now we are working with a lot of brands and partners. We are really excited about the launch of 3 such properties and each is a unique format. We have always focused on offering a mix of good programming content to our digital viewers and this time it’s no different. MTV The Look can broadly be called a style show for hair care, CEAT MTV Chase the Monsoon is pretty much the future of reality shows and with Philips MTV Bachelor Pad, we are experimenting with fiction on the web.”

     

    MTV is all set to race after the monsoon again with the second edition of MTV CEAT Chase the Monsoon about to take off. The show is about an ultimate test for 4 teams of 8 Riders, who will be riding through some of the harshest conditions through the most challenging roads. This year’s journey takes the riders from the driest place of the country, Kutch to the wettest place in the country- Cheerapunji. With a central involvement of social media and skills and determination pushed to the absolute limit, MTV CEAT Chase the Monsoon is sure to keep fans exhilarated!

     

    MTV has got men all figured out in a fun, fiction show about five goofy roommates battling the basics through Philips MTV Bachelor Pad. The series made up of 16 webisodes takes views on a journey through the lives of five youngsters living in a cool bachelor pad in Mumbai. The show focuses on how they live their lives and the issues with the city. With the promise of appealing to millions of youth making a living in the metros, this show is one to look forward for!

     

    And for the audience who have always been ahead of the style curve, Philips MTV The Look is a property that keeps their hair woes at bay with no effort at all. MTV is making bad hair days an urban legend. Exclusively for the ladies, MTV The Look, in association with Philips, will have short webisodes centered on women’s hairstyles and help them get the perfect hair-do. The show will be especially the one to look out for the millions of fashion savvy MTV fans.

     

    With the latest arsenal of digital content, MTV is all set to keep the monsoon blues at bay and bring limitless hours of exhilaration, entertainment and glam to all their fans across genres and demographics!

  • Web series ‘Chase the Monsoon’ back on MTV

    Web series ‘Chase the Monsoon’ back on MTV

    MUMBAI: We don’t want the website to be an extension of television, but want it to be a separate entity, is what MTV India EVP and business head Aditya Swamy plans for his online properties.  He believes that the channel cannot ignore the platforms where the youth is.

    Catering to a segment called screenagers, the channel is ready to offer a lot more in terms of content.

    Come 5 August, and the channel is back with the second edition of MTV ‘Chase the Monsoon – Driest to the Wettest’. CEAT continues to be the title sponsor for the show.

    This web reality programme fuelled by social media is all about eight riders (two in a team) who will for 21-days go on a road trip across the country with a limited budget to explore the sights, scenes and life during monsoons.

    Like last year, the teams will have to share their daily experiences on social media – Pinterest, Vine and Instagram – to earn social fuel which will help them increase their daily budget. Apart from fuel generated through interactions, the teams can also earn points through various tasks.

    With a focus on creating content which people will love to consume and more importantly share, MTV India digital head Ekalavya Bhattacharya points out, “Our research highlighted that bikers love riding for various reasons, but most of these experiences are linked to nature, food, culture, and heritage.” These are the four themes which the teams will pursue, this year.

    What personally excites Bhattacharya this season is the route from Kutch to Cherrapunji. “It is going to be an experience which no one will ever forget. It is also a route not many bikers would have taken.”

    With a tight budget of Rs 3,000 – Rs 6,000 per day, the teams will have to manage fuel, food, shelter and every other expense with it. “Often this money runs out and that is when your social skills come to the fore,” he adds.

    It was last year that the channel first experimented with web-based reality series. The response then was not at par with that of channel’s expectations even though it tried to generate attraction through numerous hashtags on Twitter, videos and content on its Facebook page.

    However, for this season, Bhattacharya is not concerned about the engagement level, as he believes the channel’s online attraction has increased manifold over the past months. “The show is social in its design and engagement is least of an issue as of now.”

    On creating the blueprint for the show, while he agrees that there is always chaos in the process, but for him, that is where joy lies. “We’ve got entire walls charted with possible routes, Plan B’s, content plans etc. It takes around a month of planning and hard work to pull off a show like this. It has also got a lot of learnings from the previous season, and we’ll amplify our effort where required,” informs Bhattacharya.

    The contestants were shortlisted based on the channel’s primary research which comprised finding out information about the different types of riders and their riding experiences. “Like last year was based on one of our research parameters, we had specially blocked a team only for couples. Riding together in the rain, was seen by many as a romantic experience,” he recalls.

    Post the web series, the channel will showcase the experience to its viewers through four TV episodes.

    On the marketing part, digital will lead the front, but one will see a lot of on-air and print support as well. xBhp is the channel’s biking partner and will help them with community outreach as well.

    The show’s Facebook page ‘MTV Chase the Monsoon’ has so far grossed 259,222 likes at the time of penning the article. It is also being talked about on Twitter through the MTV India profile, which has 1.2 million followers.

     ‘Chase the Monsoon – Driest to the Wettest’ won five awards last year, including Gold for the best non-fiction branded content show at the Abby’s.

  • ‘Sony music segmentation study’ a Feci report

    ‘Sony music segmentation study’ a Feci report

    Sony Music India Segmentation Study is India’s first and largest research undertaken to analyze psychographic and demographic profiling of Indian audiences based on their music consumption patterns. It offers a never seen before insight into the life of a consumer over-layed with their music preferences.

     

    The proprietary Sony Music Segmentation Study is conceptualised and managed by the International Insight Team –at Sony Music UK and India along with market research giant GMI (Global Market Insite) with the objective of providing audience insight and music trends across different consumer segments in key markets. For India, a nationally representative sample size of 7500 + consumers aged 13 + across 23 cities, were asked a series of question statements and choices; including their hobbies interests and preferences from hundreds of artist, brands, retailer and media outlets they regularly interact with.

     

    The study uncovers 28 unique segments of music consumers classified under a model called as FECI – Fanatic, Enthusiast, Casual and Indifferent, based on how central music is to their lives. The trend study also researched the usage and consumption habits, music spends by teenagers in urban cities, music discovery patterns across age groups, music consumed on a daily basis, brands consumers admire and spend on with respect to music & the role it plays in marketing and advertising. 

     

    Commenting on the study, Mr. Shridhar Subramaniam, President, India & Middle East – Sony Music said, “The consumers of music are a poorly researched and understood segment. Though music is central to most Indians and the music industry in India has grown exponentially very little has been invested into understanding how they discover, behave and interact with music and artitsts. Sony Music India Segmentation Study is the first in-depth and extensive research that digs deep into the music consumption habits of consumers to understand trends, preferences and lifestyle choices. These insights can be leveraged by artists, marketeers and brands to talk to consumers more effectively.

     

    Key findings of the Sony Music Segmentation Study:

     

    • 70% of those surveyed admitted to attending a music festival or concert for the ‘experience’ and not so much the ‘music’ on offer

     

    • CRBT witnesses a comeback with urban audiences spending almost upto 8-10% of their income on it Males spend maximum on CRBT over females

     

    • 40% of people directly follow artists on social media for updates

     

    50% of people access music on their mobile phones of which maximum stream music 

  • Nokia Music Connects is Now MixRadio Music Connects

    Nokia Music Connects is Now MixRadio Music Connects

    MUMBAI: Nokia Music Connects, the premier Indian annual get together for music and digital business professionals is now renamed as ‘MixRadio Music Connects’

     

    While the format remains the same, the name change reflects a universal approach to the world’s simplest personalized music streaming service, and the company is excited to be title sponsors of 2014’s event.

     

    MixRadio Music Connects 2014 is scheduled to be held in Mumbai’s famed Taj Land’s End Hotel in Bandra on 4-5 November 2014.

     

    MixRadio Music Connects is once being organized by Hong Kong based event experts Branded Limited (Music Matters, YouTube FanFest) and Indiantelevision.com group’s Radionandmusic.com.  

     

    Aside from the long term, symbiotic title sponsor partnership, the conference-meets-music festival has support from the Indian Music Industry (IMI), South Indian Music Companies Association (SIMCA), IPRS, PPL, among several other industry bodies.  

     

    In attendance will be the cr?me de la cr?me of industry and trade professionals, artistes, musicians, talent managers, label and digital executives – both from India and overseas. 2013’s conference saw more than 800 industry execs benefit from two days of networking, conferencing and listening to bands and musicians.

     

    The theme of the two day conference to be held this year is “Unlocking the potential.”

     

    Says Branded CEO Jasper Donat:

     

    “We’re delighted that the original Nokia Music team that shared the vision of Music Connects five years ago are still on board for the foreseeable future. This can only help us expand the event beyond its present horizon offering attendees even more collaborative opportunities.”

     

    Says Radioandmusic.com founder, editor in chief Anil Wanvari: “There’s a new government at the Centre led by Narendra Modi and the world has taken note of it. There’s a sense of positivity in business. Already, the music industry in India – led by the major labels – has reported a healthier 2013. We can only expect things to get better from hereon in 2014 and thereafter. Several streaming services are slated to launch this year and the business will gather further momentum. We are grateful MixRadio for continuing to support the initiative organized along with Branded to help the industry to pause, reflect and understand the way forward.”

     

    Says MixRadio’s Jyrki Rosenberg, “Our long-term relationship with Music Connects continues to be very valuable in connecting MixRadio with the Indian and global music business. We have been gathering listening data in India for longer than many of our competitors, which combined with our huge local catalogue in the market allows us to deliver an incredible level of personalization to Indian customers using our personal radio service.  Streaming and downloading is set to grow rapidly in India over the next five years, so it is vital for us to be at the forefront of industry developments in order to unlock our potential in this key market”.

  • MTV reads ‘Curious Minds’

    MTV reads ‘Curious Minds’

    By 2020, the average age of an individual in India will be 29 years, making it the youngest country in the world.

     

    Keeping this in mind, marketers, broadcasters and researchers are trying their best to understand what does the youth want? What aspires them, what holds significance in their life…There are millions of things running on their head and it doesn’t take them much to change their minds. 

     

    The dynamic, confident and always connected Millennials speak a different language. A dialect understood by their peers and researched by marketers and others. In a bid to do just that, Viacom’s  youth channel MTV partnered with Third Eye Qualitative Researchers  and conversed with more than 11,000 young people across 40 plus cities in the country to find out what exactly  makes them tick.

     

    The study, MTV Curious Minds, throws light at various insights into the generation which likes to live it large. And this is not driven from the fear of missing out or by urgency that comes from having only one life, but it comes from the innate necessity to stay curious and curate.

     

    Gone are the days when bumping into a stranger and starting a conversation needed courage; today they are open to new experiences and explorations. They might be called fickle minded but the generation has its head far more on its shoulders than we give them credit for.

     

    Currently, they are all busy planning their career. For them, it’s not about just making a living; it is about living life with a sense of purpose. Hardworking, open-minded, happy and confident are the four primary values that define this generation.

     

    Digital OD

     

    Born with the technology gene, the youngsters have grown up on multiple screens. In the age of social media, where one can be followed, liked or favourited, nobody is a ‘nobody’ anymore. Technology has changed the lifestyle, beliefs and outlook of the young. It has removed the barriers of social status and geographic locations.

     

    With everything happening with just a click of a button or the swipe of a finger, the youth navigate their lives smoothly intertwining the diverse elements of the internet, personal screens, apps etc. Three out of every four youth check details of a product online, if the advertising interests them.

     

    They agree that the app-ification will only intensify and grow with passing years; 86 per cent believe app usage will be much higher in year 2020.

     

    Hope the advertisers are paying heed.

     

    The channel surely is listening to what the youngsters want, online. Name it and the channel is present on every social platform. From Facebook to Pinterest, it makes and promotes shows that trigger conversations on the internet including MTV Webbed and Coke Studio as well as web exclusive shows.

     

    MTV India claims that its biggest achievement has been that it was recognised as a channel which talks back and cares for the audience. In an earlier interaction with indiantelevision.com MTV India digital head Ekalavya Bhattacharya had said, “One cannot talk or give feedback to a TV set but the TG can talk to it via the social networks. We often tailor our on-air content based on the online commentary.”

     

    Social networking is not new, but what’s interesting is the new ways in which it is now being used. Smaller platforms that became fads are actually platforms of self-expression that are created on small and more niche circles. Then there are other networking apps that let them stay connected 24/7.

     

    However, youngsters know it’s important to be safe and share discreetly. And yet, they cannot refuse the thrill of exploring the unknown on the internet. 83 per cent believe that social media can go terribly wrong if not handled properly. They are aware of dangers like cyber bullying, hacking, email spam, social network stalking etc. 

     

    No one is complaining about the digital OD.

     

    Entertainment, everywhere

     

    Entertainment is everywhere, 24/7, 365 days of a year, so there is no forgiveness for being bored or being bored. Friends and music are the most important elements for entertainment. They create and explore new trends as well as drive the nails into the coffin of all things outdated and boring.

     

    College, school or work takes up majority of their time, closely followed by family time even as the internet as the all day companion.

     

    When it comes to television, shows are a kind of a cultural graph. They can speak of trends and the language of these shows can quickly seep into the youth lexicon. The impact of TV on the lives of the young goes well beyond just latching on to the lingo and style statements beamed via the small screen. It’s clear that the youth picks up cues for life, bro-codes, friendship rituals and sometimes even a philosophy or an attitude from TV. The connect with TV content is something they carry into their social spaces, in the form of online and offline comments and discussions with their circles.

     

    For today’s youth, watching TV is far from from being a passive, one-dimensional exercise. Comfortable as they are being on multiple platforms simultaneously, it is common to see them reacting live and instantaneously to TV content, as it unfolds, via Twitter or FB or even WhatsApp groups.

     

    Also, the young don’t mind paying for the content if it provides them with flexibility in access and the choice to consume content.

     

    They want different genres and content that catches their fancy. The channel recently launched its first fiction supernatural drama Fanaa- An Impossible Love Story.

     

    In real life, though youngsters might resist commitment, they are exploring relationships. They romanticise the idea of eternal and true love. Building on these findings, MTV decided to come up with a unique story of teen love featuring vampires and werewolves.

     

    MTV Insights Studio through the study aims to learn from the students and in the same bid try to give them what they want.

     

    Times are changing and to survive in the highly volatile environment, knowing the mindset of the TG is sacrosanct.

  • 9X Tashan and 9X Jhakaas now available on Dish TV

    9X Tashan and 9X Jhakaas now available on Dish TV

    MUMBAI: 9X Media Group’s Super Hit Punjabi Music Channel – 9X Tashan, and Marathi Music Channel – 9X Jhakaas, are now available on India’s leading direct-to-home platform DISH TV on EPG #808 and on EPG #881 respectively.  

     

    Speaking on the association with DISH TV, Sandeep Bansal of 9X Media Group, said, “We are extremely pleased to announce that the subscribers of DISH TV can now enjoy the best of Punjabi music through 9X Tashan and the best of Marathi music through 9X Jhakaas. Both these music channels are market leaders in their respective categories due to their up-tempo, vibrant, happy and humorous personas. 9X Tashan and 9X Jhakaas both air the best curated music which resonates well with their viewers.”

     

    Launched on 31st August 2011, 9X Tashan is widely available across cable and satellite homes. Besides DISH TV, 9X Tashan is also available on other leading DTH platforms including Tata Sky, Airtel, Videocon and BIG TV. 9X Tashan is streamed LIVE on the internet on the channel’s website – www.9xtashan.in and on various Mobile platforms. 9X Tashan has created television history in India by registering an unprecedented growth of over 100 GRPs in the opening week of its launch across the Punjab, Haryana, Chandigarh and Himachal Pradesh (PHCHP) Markets and continues to rule the Punjabi music television space.

     

    9X Jhakaas is India’s First Marathi music channel. Launched on 31st October 2011, 9X Jhakaas is targeted at the confident and go-getter Marathi Music lovers and the Maharashtrian youth. The Channel airs the best Marathi film & non-film songs interspersed with short humorous animated shows. Besides DISH TV, 9X Jhakaas is also available on Tata Sky, Airtel and Videocon. The Channel is also streamed LIVE on the internet on the channel’s website – www.9xjhakaas.in and on various mobile platforms.   

     

  • 9XO takes the social way

    9XO takes the social way

    MUMBAI: It seems that the 9X Media cluster is busy re-inventing itself. After 9XM, 9X Tashan and 9X Jalwa changed their looks; its international offering has also gone under the knife.

     

    What is unique about the re-invention is that 9XO, which airs international music, will allow a social networking experience with Twitter and Instagram updates of artists to its viewers.

     

    9XO channel head Luke Kenny understands his target audiences’ needs and feels that after viewing the same kind of music, structure, design there comes a saturation point in a viewers’ watching pattern. “Being a broadcaster, we have to keep re-inventing ourselves every now and then to give viewers a fresh dose of music and entertainment. If people get to see the same thing every day, it tends to become a blind spot for them,” he says.

     

    The new look of 9XO will allow the viewers to not only watch the latest and fresh tracks but also enable them to keep a tab on their favourite artists’ Twitter and Instagram updates.

     

    So what made them take the social media route? After a lot of research and surveys, the channel found out that most of its TG spends their time online rather than in front of the television screens. “We thought if we replicate their interactive platform with a medium which is music that is on television then it would form a different kind of network enabling us to connect with the TG seamlessly,” says Kenny.

     

    Along with the new look, the channel has also launched www.9XO.in, a website dedicated to help viewers discover great music. An in-house team worked on creating it as well as the new logo which is blue in colour symbolising the colour of internet.

     

    Elaborates programming head Clyde D’Souza that music programming is all about handpicked curation. “We at 9XO want to be your cool friend who introduce you to the latest dance hit, ballad or quirky music video. The social feed will help viewers get closer to artists. The website will help viewers discover and share awesome music on their Facebook and Twitter timelines.”

     

    Kenny feels that with technology, broadcasters too need to change. One needs to be in constant touch with the TG and should converse with them through social media. “Whenever we do something quirky or interesting on the channel via our packaging or any new ideas, we do get positive feedback from our viewers. Sometimes there are negative feedbacks as well, but we take it in our stride and try to better ourselves.”

     

    Such innovations have paid off as well. “We realised that if there is something new or different on the channel, it does get our competitors’ attention and keeps the client excited. Our advertisers and sponsors love the channel and when we innovate they are always encouraging and supportive,” reveals Kenny.

     

    With the revamp, the channel aims to create a link between the three mediums – internet, mobile and TV – on which the TG enjoys music. The main motto of getting the social media experience on-board was because it’s accessible on the go.

     

    The channel is looking to get more music related content as time goes by. “But again where the difference comes in, because there is music related content on the internet anyway but a lot of it doesn’t get watched. So we are going to be the curators of that content that can make our viewers discover more,” concludes Kenny.

  • Private FM – the new Indian teen: Down memory lane

    Private FM – the new Indian teen: Down memory lane

    A few days ago former radio jock and friend Vasanthi Hariprakash mentioned on her Facebook page that Radio City Bangalore (Bengaluru), that private FM radio in India had completed 13 years (started broadcasting on July 3, 2001) and hence entered its teens. Of course, Hariprakash or Sunshine girl as she was called, was an RJ on that very popular and only FM radio station in the country at that time, though not since its inception.

     

    How time has flown with changes galore in radio broadcasting in the country. Let me reminisce as an avid listener in this report ….

     

    Times of war stand out in a growing mind. My first vivid memories  of radio are those as a five year old boy – my uncle and my dad started sobbing at the news that came in from Tashkent – the man of peace – our then prime minister Lal Bahadhur Shastri had passed away there.  A few years later in December 1971, the excitement in my aunt’s voice as she breathlessly announced that Pakistan had called for a ceasefire of hostilities. I remember the negative comments that my fellow listeners doled out whenever we heard of Yahya Khan, Bhutto, Nixon and Kissenger on the radio during the days leading to and including and after the 1971 war. I remember vividly my friends cheering Mujibur Rehaman as All India Radio announced his arrest by the powers that were in Pakistan.

     

    How times have changed since then – I remember as a growing up boy in Mumbai glued to the transistor, as the small radio receiver with medium wave (MW) and short wave (SW) bands was colloquially known as. Radio was the only form of communication (one way) that most people of my generation grew up with. There was no television, no internet and no mobile phones.

     

    The voices of Amin Sayani and Hasan Rizvi are still very vivid in my mind. Binaca (later Cibaca) Geetmala on a Wednesday was an absolute must, as was the mandatory narration and exchange of dialogues on Monday morning at school of the capers of super crime solver Inspector Eagle and his sidekick Havaldar Naik the previous day.

     

    It is about the period in the 1970s’ that I remember how all of us – friends, cousins, parents, uncles, aunts, used to sit around the radio on Sunday, during breakfast waiting for Havaldar Naik’s peals of laughter, and later the early lunch while we eagerly listened to the one hour bit of a film sound track on Vivid Bharati. The afternoon hour every day of the week was reserved for western music, mostly classical over a quiet lunch on return from school before homework and Saturday night for Saturday Pop music on All India Radio. A few of the ad jingles are still so fresh – like the one that ran ‘Mummy, mummy Modern bread..’ or ‘Harvik, Harvik whistle pop khaie ye’.

     

    Cricket was another favourite that bound us all-parents, friends, teachers, principals and school mates, everyone wanted to know the score during recess and the physical training period. Many a time, a student escaped punishment when caught listening to cricket commentary during class hours on a small pocket radio by disclosing the latest ‘score’ to the teacher.  Like a mobile phone is banned today in most educational institutions, pocket radio too was actually a banned item in school –too much distraction, you see. Remember in those days it was five days test match cricket and the odd Ranji Trophy match that was aired on radio.  

     

    AFST or Bobby Talyarkhan, Ravi Chaturvedi, Joga Rao, Jasdev Singh, Suresh Sarayia, Raj Singh Dungarpur, Dicky Ratnagar and Anand Setalvad are the names that come to mind, when one speaks of radio cricket commentators. Vijay Merchant’s expert comments during the match were like manna from heaven for the cricket aficionado. His Sunday afternoon programme on Vividh Bharati ‘Cricket with Vijay Merchant’ was a must listen for cricket lovers.

     

     The short stint between 1993 and 1998, when the government sold time slots to private companies to run their programming is best forgotten. My memories of this period are vague – Times FM and Radio Midday are the only names that come to mind. There must have been the odd show that was great, but, not memorable.

     

    As I said, a lot has changed, including my city of residence. Bengaluru, the garden city is now more of a concrete jungle. SW and MW are suddenly strange words.  I listen to the radio only when driving or in a car as opposed to all day on a shared transistor, because the pocket radio required batteries which were too expensive to replace regularly. Rechargeable batteries were a rarity in those days. The pocket radio for a limited period of time had become a fashion statement, an item to show off.

     

    Music of my choice with great RJ talk is now doled out 24×7 on not just one or two sporadic stations, but among others on Radio Rainbow, Fever FM, Red FM and a completely international radio station Radio Indigo.  Kannada radio too has some lovely music and there are three stations that play Kannada music in Bangalore– Big FM, Radio Mirchi and Radio City which went Kannada a few years ago.

     

    Prithvi, Shraddha, Sriram, Rubina, Disha, Julius, Melodee Austin, Shagufta, Michelle, Nathan are the people that I listen to while driving. The good looking Danish Sait on Fever FM and Rakesh  with their funny impersonations have replaced Havaldar Naik’s peals, and radio shows such as Picture Pandey have replaced the mandatory movie soundtrack of yesteryear’s Vividh Bharati, but as I mentioned before, only if I happen to be in a car.

     

     In the Kannada radio space, the very pretty Nethra on Radio City and the so very intelligent Smitha on Mirchi along with Rapid Rashmi on Big FM are a treat to listen to for a person who has just started comprehending a bit of the lingo. I have seen and heard Mallishka perform, and that girl has what it takes, as does Mumbai’s Mirchi jock Jeeturaj.

     

    Hariprakash, along with Suniana Lal, Anjaan, Darius Sunawala, Suresh Venkat voices have joined those of Amin Sayani and Hasan Rizivi in my mind space – these jocks have stopped performing or perform during weekends as Darius does, or perform in other countries as Anjaan does.

     

    The current jocks, many of them not so young, for some are even mothers and fathers in their mid -thirties, sound so exciting, make their show great. It is often these guys that make or break the company that owns their stations, and are to some extent responsible for a film’s fate. Programming is a lot more exciting, and a separate job function by itself as opposed to the songs played on request by snail mail. Mobile phones have made it possible to request songs in real time. The jock talk and interactions make the radio an exciting entertainment option for the listener.

     

     Let us see what the new technology brings in. The third round of auctions should add a lot more stations to the country and create a lot more excitement in the industry that runs the most listened to medium in the world.

  • MTV goes spooky!

    MTV goes spooky!

    MUMBAI: The channel that loves to break from the monstrous mould has done it once again.

     

    The youth channel, MTV, which is guided by the mission to kill boredom, is all set to launch a brand new show which will focus on love in a supernatural setting. The show christened Fanaah – An impossible love story marks the channel’s debut into fantasy genre. The programme is set to go on-air starting 21 July, every Monday-Friday 6pm onwards.

     

    The show comes in after the premier of MTV Splitsvilla 7 which also celebrates the theme of love. The reason for the overdose of love on the channel is: love stories never go out of fashion.

     

    The concept of the series revolving around supernatural took shape a couple of months back when MTV through its research  across 40 cities and 11,000 youth at the MTV Youth Marketing Forum found out that fantasy love tales and the supernatural world captivate their imagination.

     

    “In real life though youngsters might resist a commitment, but they are exploring relationships. They romanticise the idea of eternal and true love. Also, in India there is nothing available on television on fantasy fiction,” states MTV India head – marketing and insights Sumeli Chatterjee.

     

    Building on these findings, MTV decided to come up with a unique story of teen love featuring vampires and werewolves.

     

    The show will feature popular television artists Karan Kundra, Ritvik Dhanjani, Ratan Rajput, Anita Hasnandani and Chetna Pandey in prominent roles.

     

    According to Chatterjee what will hit the right chord with the audiences is its storytelling. The storylines are very complex. “It is based on today’s world and resonates the ambitions of a regular youngster. Be it an urban youth or from a smaller town, everybody will be able to connect to it. The narration will have a time lapse in it. There will be a complex storytelling and with the parallel digital universe, it will help the audience to understand the story and also connect back to the plot conveniently.”

     

    What sets apart the show from the rest is the styling and the characterisation , which Chatterjee claims is a never seen before.

     

    MTV programming head Vikas Gupta says, “Love is a very strong emotion and with MTV Fanaah we want to push the boundaries of what love can mean to different people and what can one achieve purely through the power of love. It’s a great story and we’re glad to have the biggest and the hottest actors, who have a very strong, connect with the youth in India.”

     

    Talking about how this show will be different from the rest, Chatterjee says, that while the routine serials would portray characters as heroes and villains, in Fanaah, life is not exactly black and white. All the characters are grey. They are not exactly good or bad, they are good and bad. “This would make it an interesting viewing and easier to relate to for the viewers,” she adds.

     

    Considering the internet audience love fantasy fiction as a plot, the show will be marketed heavily on digital as well. The channel is creating a parallel universe on the website which will follow the track on television. It will talk about why a particular character behaves in a particular manner.

     

    Along with a robust on-air promotion, the show will also be supported by a 360 degree marketing plan. The teasers for Fanaah were launched earlier last month through a unique leak video featuring lead actor Karan Kundra. The video which showed Kundra biting a girl at a bar went viral and generated a lot of curiosity.

     

    The channel has got on-board Cafe Coffee Day as its Cafe partner, Miss Malini as its social media partner and RED FM as its radio partner.

     

    Media planners feel that today’s youngsters have seen the vampires and werewolves love stories in international films and shows. Therefore, Indians broadcasters need to go beyond the usual to catch the attention and imagination of these youngsters.

     

    The show is going to have a neck-to-neck competition with Yeh Hai Aashiqui on bindass and Gumrah (Season 3) on Channel V.

  • 9X Media’s tribute to music pays off!

    9X Media’s tribute to music pays off!

    MUMBAI: “Where words fail, music speaks,” once said a Danish author Hans Christian Andersen. And for music channel 9X Media, it seems to have spoken pretty loudly.

     

    On the eve of ‘World Music Day’ which falls on 21 June every year, the music channel, like in the past two years, decided to celebrate it with style even for the third consecutive time.

     

    The music broadcaster which launched a music video Music Dil Mein to welcome and celebrate the D-Day, seems to have struck the right chord with the viewers.

     

    The video, a celebration of music by 13 superstar singers of India, which was uploaded on YouTube went viral in a very short span generating around 587,586 views.

     

    Produced by GSEAMS Production, this 3 minute 30 second video featured Sid Mahadevan, Shalmali Kholgade, Anushka Manchanda, Benny Dayal, Harshdeep Kaur, Amit Trivedi, Pappon, Rochak Kohli, Neeti Mohan, Hamsika Iyer, Shruti Pathak, Shweta Pandit and Palak Muchhal.

     

    According to 9X Media senior VP – digital Vibha Gosher no gimmick and limited spends was used to make the video a success.

     

    “What we ride upon is the ear for music. It was four months ago that we decided to celebrate ‘World Music Day’ by creating a music video. When we heard the final product we knew that this was a clear winner. This would not need any gimmicks or any big marketing strategies because the song itself was so good,” expresses Gosher.

     

    It took around two and half months to create the video. According to Gosher, artists were happy to come on-board and celebrate ‘World Music Day’ with 9X Media.

     

    “Artists were very happy to be a part of the video. Initially, we had about eight-nine artists, but then people kept coming on-board. We at 9X Media, celebrate music in everything that we do. Yes, particularly this day, we go out and tell the world that we are celebrating music,” adds Gosher.

     

    Besides one main video on YouTube, 17 other versions were also uploaded by users that have fetched around 50,000 views collectively. Not only are the 9X channels airing the music video, but it is also available across all major digital song platforms like saavan.com and gana.com.

     

    The video is also available to users as caller ring back tone (CRBT) and ringtones with major telecom providers. The song Music Dil Mein was played at midnight on 20 June across 170 lounges in the country. Estimates place the footfalls in these lounges at around 45,000 that night.

     

    “Our work was to establish the reach. We knew that once any user hears the song he is going to love it. Our job was only to make this song available to the user in some format on some platform or the other. We needed the song to be available if the person was searching for it. That was the spread we established for the song,” asserts Gosher.

     

    Digital played an important medium for the network apart from television. The video was promoted across all digital platforms such as Twitter, Facebook, Pinterest, and YouTube.

     

    The network has an in-house strong social media team. Interestingly, in the span of two and half days, its official twitter page saw 900 tweets going out across communities. The network just re-engaged in the tweets.

     

    According to Gosher, it was a joint effort that led to the success of the video. “The product is kickass and its success is a joint effort of all the singers as well. The video was their tribute to music too. They were celebrating music with us,” opines Gosher.

     

    Written and composed by Rochak Kohli (Pani Da Rang fame), the music video was programmed, mixed and mastered by Ravi Singhal.

     

    In 2012, the channel installed a ‘9XM Wall of Music’ at a couple of locations in Mumbai and Delhi to celebrate the day. Based on the augmented reality technology, the ‘Wall of Music’ enabled multiple song downloads from the latest Bollywood movies. In 2013, it launched a unique song titled Tung Tucking Ting, which emphasised the Network’s connect with music.

     

    “We will continue celebrating music with musicians. They are collaborating with us for a whole lot of new initiatives across all our channel properties,” concludes Gosher.