Television

9X Media’s tribute to music pays off!

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2014/07/02/musicdilmein.jpg?itok=fxJZ40y1

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.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/15/mtv.jpg?itok=raQzzzLI
MTV associates with Brave Combat Federation for 'Brave 20'

MTV, India’s youth brand, is all set to bring the fight series MTV Brave 20 in association with the Brave Combat Federation presented by Mercury Sports Entertainment on 17 February at 9 pm.

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/15/bag.jpg?itok=WdVZEAML
Q3 2019: BAG Films Television and Radio Dhaamal profits up

The Anurradha Prasad-led BAG Films and Media Ltd (BAG Films) reported 38.1 per cent higher year-on-year (y-o-y) consolidated revenue for the quarter ended 31 December 2018 (Q3- 019, period or quarter, under review) at Rs 48.67 crore as compared to Rs 33.94 crore in the corresponding prior year...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/15/zee.jpg?itok=paGRPClV
Comcast, Sony in the running for ZEEL stake?

In the latest financial results, Zee Entertainment Enterprises Ltd (ZEEL) MD and CEO Punit Goenka mentioned that the company has narrowed down its search for a partner to divest up to 50 per cent stake in the company, an announcement it made in November 2018.

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/14/9x-jalwa.jpg?itok=dTEgvuDY
9X Jalwa launches Jalwa #10YEARCHALLENGE

MUMBAI: 9X Jalwa, the Bollywood hits music channel by 9X Media, has created Jalwa #10YEARCHALLENGE, a unique property that showcases the songs of Bollywood stars from past to present. Jalwa #10YEARCHALLENGE will feature stars such as Aamir Khan, Aishwariya Rai, Kajol, Akshay Kumar, Salman Khan,...

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/14/Murtaza-Ahmadi.jpg?itok=4zZ7uTuy
CNN meets the young Lionel Messi fan from Afghanistan who is now a Taliban target

In January 2016, a photo of young Murtaza Ahmadi went viral, thanks to his makeshift version of an Argentine football shirt of his idol Lionel Messi. The photo earned the child two autographed shirts, a signed football and a meeting with the footballer in Qatar 11 months later.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/14/BARC.jpg?itok=oK3Fsob8
BARC to share TV viewership data only with subscribers due to TRAI tariff order implementation

Broadcast Audience Research Council (BARC) India has announced it will only share the weekly TV viewership data with those that have subscribed to its service. The audience measurement firm has taken this decision in light of the TRAI’s new tariff order, which kicked in on February 1.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/14/REBUL.jpg?itok=c-TeXkFs
Republic Bharat has made a smashing entry into the Hindi News genre

The Week 1 performance means that in just 7 days Republic Bharat has made tremendous inroads and on boarded audiences that some established brands have taken many years to reach.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/14/ISSF.jpg?itok=AuIqJ7YC
ISSF signs deal with SPN India for rifle and pistol World Cup broadcast

The International Shooting Sport Federation (ISSF) has signed a deal with Sony Pictures Network India to broadcast the World Cup, according to the Press Trust of India. The sport of shooting will have live television coverage of the World Cup Rifle/Pistol at Dr Karni Singh Range, Tughlakabad from...

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/14/tv.jpg?itok=yQieHrKx
Broadcasters split over rising production cost of GEC content

The rise in over the top (OTT) platforms has also led broadcasters and production houses to drive up the investment into its TV shows. The same companies are now even producing for both TV and digital.

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories