Southern Spice claims it has struck the right chord in Mumbai

MUMBAI: Seems like it pays to be multi-lingual.

Southern Spice music channel, which airs music in five different languages including Hindi, claims to have carved a niche for itself in Mumbai as well.

According to a company release, the 24-hour free to air music channel from Chennai that was launched in Mumbai three months ago has seen a spike in its TAM ratings already.

The company, launched through a tie-up with the Hinduja Group cable arm INCableNet and Rajan Raheja's Hathway Cable & Datacom, says it is doing well among certain select audience segments that are considered important by the FMCG, home products and leading beverages marketers.

The innovative program profile and 'desi' packaging by the channel primarily targets the modern 'native' youth segment. According to the release, after inclusion of Hindi music in its programming line up, the channel has been accepted even in West and North India. With the channel being an affordable and cost-efficient option vis-?-vis other established channels, the larger MNC advertisers have of late started advertising their products on SS Music.

SS Music's head programming and production Bryan Peppin says: "We are happy to see exponential growth albeit on a small basis. Our VJs have consistently attracted audiences from towns big and small, from metro cities and interiors, but been able to generate about 300 calls inward each day. Our new offices in Mumbai and New Delhi now regularly monitor the expansion of network reach in various areas of their respective territories, apart from building up sustained advertiser contact and relationship management. This has certainly begun to pay off in increased advertising revenues, not only from existing clients but newer marketers and media-buyers."

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