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As per the Tam report for the week ending 12 June (TG all 15-34
ABC C&S South India - prime time 4 pm - 11:30 pm), SS Music
recorded the highest 18.79 per cent cumulative reach in the total
Southern market while in the non-primetime segment it grabbed 17.31
per cent. The channel topped in the channel share for the total
South India market also by recording 38 per cent each for the primetime
and non-primetime segments.
SS Music will kick off its South India music talent hunt SS
Music Voice Hunt on 26 July with a road show in Chennai. Contests
that will be held in five Southern cities on different dates will
conclude with the Hyderabad auditions scheduled for 18 and 19 August.
The final four winners across the four states will come together
to form a band where Sony Music will do the videos apart from producing
and distributing the album.
SS Music president BD Ramesh Babu spoke to indiantelevision.com
about the ambitious plans the company had set forth.
About future initiatives:
"Since we have reasonably achieved certain milestones in content,
connectivity and commercial(s), our future initiative will be focused
on Marketing and Promotions. A sizeable budget has been allocated
in this direction, this financial year. Our presence in Mumbai,
Delhi and Calcutta will also be increased within the third quarter
of the year."
"We are in the advanced stage of finalising our global expansion
plans. We are planning to distribute SS Music in the US, Europe,
Middle East and Singapore through major DTH platforms in these territories.
This will not only increase the popularity of the channel but also
directly contribute to the bottom line of the revenue."
Update on MTV's interest to acquire SS Music:
"With regard to MTV's interest to acquire SS Music, the issue
under consideration is valuation and their requirement for stake
higher than 51 per cent."
On SS Music's success as a dedicated music channel:
"The channel has been widely accepted as the only South Indian
youth channel which caters to all the four Southern states. With
English as the medium of communication, South Indian youth are able
to relate themselves well with the channel. The channel's USP continues
to be 'a unique dedicated music channel with 4 South Indian languages
plus English as the medium of communication targeted at the youth'."
"Besides, SS Music has become a decent platform for promotion
of South Indian films and film music including pop albums. The four
language-mix content has also received acceptance and demand for
international tracks has consistently increased. The channel's connectivity
in the four South Indian states has nearly complete, viz 100% reach
across South India."
On big networks getting ambitious about the South Indian music
channel market:
"Three years ago, when SS Music was launched as a dedicated
South Indian music channel, many eyebrows were raised as to the
concept and the viability of the channel. In recent times, we hear
of many leading names planning dedicated music channel for South
India. Now this vindicates our decision! It is clearly a niche market,
yet we believe we have a considerable universe to keep us growing
comfortably, year after year."
"To the advertisers and media planners, the attractiveness
of a media vehicle -- right ambience, right packaging and zero waste
audience with minimal advertising clutter -- cannot be ignored.
As a pioneer, SS Music feels elated with the competitive plans."
Upcoming shows in SS Music:
"High 5 is partly a countdown and partly a game show,
which demands a constant viewership for a possibility to win cash
prizes. The idea is to create a countdown programme on the channel
and add a twist to it to gain more viewership. High 5 also
works as an interactive platform, as the audience would be using
the internet and SMS to communicate their versions or the "right
sequence" to us. SS Music will base the countdown on the total
amount of requests and airplay a song gets on the channel, with
other data in regard to the numbers of units sold."
"Launch Pad aims at generating interest amongst aspiring
singers and music lovers. The show is a combination of a contest
and a quiz show. Launch Pad will be a three round programme
with four participants in each episode. A prominent VJ will host
the show and there will also be a judge to give us his verdict.
There will be three different age groups participating in the show
and at the end of 26 weeks, we will have one winner from each age
group.
"Interactive chat/request music show Connect which
is already on air, is a video-conferencing technology based program
to bring one-on-one interaction between our viewers and the celebrities/
VJs. Brought in collaboration with Satyam Infoway, Connect allows
the participant to videoconference with SS Music anchors from video-conferencing
booths in Sify iways across South India. The interaction on Connect
is unique, and exciting, as has been proved by the runaway success
of this show."
More on the SS Music Voice Hunt:
SS Music Voice Hunt is a "music talent hunt" with focus
on South India -- a mega televised event that will bring together
music talent and give them a platform for recognition and performance.
Entrants will be required to sing from a predetermined set of songs
on which they will be judged. The final four across the four states
will go on to form a band with music composed by leading music directors
in the industry with videos made for the same by Sony Music.
Sony Music is undertaking the production and distribution and after
the album is made, the Album will be promoted extensively on the
Channel.
The schedule for the road shows and auditions is as follows:
Chennai
Roadshows - 26 & 27 July
Auditions - 28 & 29 July
Coimbatore
Road shows - 31 July, 1 August
Auditions - 2 & 3 August
Kochi
Roadshows - 5 & 6 August
Auditions - 7 & 8 August
Bangalore
Roadshows - 10 & 11 August
Auditions - 12 & 13 August
Hyderabad
Roadshows - 16 & 17 August
Auditions - 18 & 19 August
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