9XM to launch crowd sourced music AFP with Askme

MUMBAI: Getting innovative with advertiser funded programming (AFP), music channel 9XM has partnered exclusively with to present a one-of-a-kind crowd sourced music show on Indian television. Titled #Asktrack, this advertiser funded show will curate its play list for each episode from audiences’ request on a variety of social media platforms like Twitter, Facebook and Whatsapp.


“Normally in a channel, it’s the programming team that decide what songs to play. But through this new show we are asking our audience to tell us what to air for them. In this endeavour we are happy to have on board as our partners for#AskTrack and are confident that this viewer’s request show will resonate with the music lovers across India,” explains 9X Media chief revenue officer Pawan Jailkhani.


9XM viewers can select their favourite songs from the shortlisted songs presented across 9XM social media platforms. The songs, which garner the maximum number of votes will be used in the playlist for the 90 minutes break less music band.


Known for its innovative brand collaborations, the channel is banking on’s brand concept to bring light to their new show through this partnership with the website.


“ as client has a similar target audience as what as a channel and broadcaster 9XM delivers to. The eyeballs we want to grab are also whom wants to reach out to. Both and the show share a similar brand identity. Therefore it also makes sense for them to ride on our target audience to deliver their brand message,” Jailkhani shares, adding that the show, which took six months to bring into place, was conceptualised keeping’s crowdsourcing model in mind.


Pointing out that the whole concept is more of a trail for the channel, 9XM is not looking to heavily monetise it yet. For the AFP, 9XM will have as the exclusive partner and is not looking to monetise the show with other brands. “This is more like an experiment for us to bring such a concept to Indian television for the first time. as a brand finds it immensely synergised with their brand communication and hence they are onboard with us. It’s a larger commercial deal, which involves sponsoring and other things that we are doing for the show,” Jailkhani says.


When it comes to marketing, the channel is going digital heavy as that is where their target audience is. “Apart from promoting the show across our networks electronically, we are focusing greatly on social media. Therefore a majority of our marketing spends are going into the digital campaign,” Jailkhani shares.


Speaking about the association, head digital strategy and CMO Manav Sethi said, “We are excited to partner with 9XM to launch #AskTrack, a unique concept, which will allow customers to request songs through social media. With this initiative we are continuing with our objective of offering another unique service to our consumers who are inclined towards music. We are confident that this partnership will be beneficial for both – 9XM and Askme.”


The new show that goes on air on 21 December will be aired from Monday to Friday at 5:30 pm.


Viewers can click on the FB/Twitter link to vote for their favourite songs; the playlist will also be shared on to enable seamless voting experience for the viewers.

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