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 and

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.

Latest Reads
Sony MAX2 is back with Season 3 of 'Timeless Digital Awards'

Sony MAX2 ‘Timeless Digital Awards’ is back with its 3rd season to delight its audience with an era of Hindi cinema that is evergreen and holds reminiscence till date. The ‘Sadabahar’ 50’s and 60’s gave birth to several inspiring masterpieces with legendary actors and films that became the voice...

Television TV Channels Movie Channels
The Boss Baby premieres March 25 at 1PM and 9PM

Staying true to the promise to premiere the biggest blockbusters of the year, Star Movies will air Academy Award nominated film, The Boss Baby on Sunday, March 25 at 1PM and 9 PM respectively. Starring the witty Alec Baldwin as Boss Baby along with popular host Jimmy Kimmel as Ted Timothy...

Television TV Channels English Entertainment
Bigg Boss speaks Marathi now

MUMBAI: The Bigg Boss voice is all set to boom in Marathi. Viacom18’s regional entertainment channel, Colors Marathi announced the launch of the Marathi version of India’s popular reality TV show Bigg Boss from 15 April.

Television TV Channels Regional
BARC gets ‘Great Place to Work' certification

MUMBAI: BARC India has been certified as ‘Great Place to Work’ for cultivating a culture of high trust and performance. The certification has been provided by Great Place to Work Institute, which is recognised for its rigorous and objective methodology for identifying and defining great workplaces...

Television TV Channels Viewership
Shemaroo appoints Hiren Gada as CEO in leadership rejig

MUMBAI: Gearing itself for the next phase of growth, Shemaroo Entertainment Ltd (Shemaroo) has restructured its top leadership making several timely appointments.  According to a release on the BSE website, the entertainment and content company has elevated Hiren Gada as the chief executive...

Television TV Channels People
90s tunes see revival on music channels

MUMBAI: Popular music from the 1990s is being revived on music TV channels today. Sony Mix, 9X Jalwa, B4U Music and Mastiii are among channels reintroducing the music on television while keeping the focus sharply on Bollywood numbers. Film songs of 90s vintage have charisma of their own. In the...

Television TV Channels Music and Youth
Weinstein Company files for bankruptcy

MUMBAI: The Weinstein Company, producer of movies such as Inglorious Bastards and Lion, has filed for bankruptcy. The move, intended to facilitate a buy-out offer from a private equity firm, came months after ex-chairman Harvey Weinstein has been accused of sexual harassment and assault.

Television Production House Film Production
Paytm is the official ticketing partner of Kings XI Punjab’s home games for VIVO IPL 2018

Paytm along with event ticketing platform would be the exclusive ticketing partners for the home games of Kings XI Punjab, in the upcoming 11th edition of the Indian Premier League (IPL). Insider.In will be handling the logistics and operations for the game – managing box office,...

Television TV Channels Sports
TLC to target Tamil, Telugu markets

MUMBAI: The groundswell of serving Indian audiences with regional content has now proved to be a battlefield. Broadcasters are realising the potential in the southern areas of India. Days after Living Foodz decided to add southern language feeds, Discovery Networks-owned TLC is all set to target...

Television TV Shows Factual

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories