MUMBAI: MTV India now takes music to a different level by partnering with QJam- a product of Real Image, which is being touted as the 'smart digital jukebox'.

Currently positioned in 16 cities and over 110 outlets across India, QJam has joined hands with the music channel to deliver music and advertise in a refreshingly different and customised manner. After this association, QJam is looking at 250 establishments by the end of this year.

Speaking about the tie up, MTV Networks India, vice-president, licensing and merchandising and network development Sanjeev Hiremath, as quoted in a company release says, "The QJam-MTV digital jukebox is a fun and exciting medium. It allows our young audience to watch their favorite videos even while hanging out without a TV set. To the advertiser, this interactive proposition is a very visible, creative and focused option to communicate to the youth. We at MTV are extremely excited about the QJam MTV Digital Jukebox."

In future, MTV and QJam are also planning to collectively work on strong social messages on smoking and Aids awareness. In addition to this, the jukeboxes will aid MTV in getting votes for various MTV initiatives, informs the release.

According to Real Image Media Technologies Pvt. Ltd director Jayendra Panchapakesan, "In association with MTV, QJam will plug into the ground that youth walk on across 16 cities in India. MTV QJam is the first of the products that reflect the changes taking shape in the music and advertising industry and provides insight into how narrow casting will become the order of the day in the near future."