Television

9XO turns three; launches Awesome Threesome music block

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MUMBAI: 9X Media’s international English music channel 9XO has lined up some new music and initiatives as it turns three on 24 April, 2015.

The pure play music channel will showcase the best compilation of chart toppers and global artists as the channel’s anniversary offering. The 9XO third anniversary will be promoted across digital and social media platforms.

As part of its three-year celebrations, the channel has launched a new block called 9XO Awesome Threesome. Speaking on the same, 9XO programming head Clyde D’Souza said, “As part of our three year celebrations we want to give our viewers an overdose of what we do best. While viewers continue to experience great music, we’ve created a block called 9XO Awesome Threesome. Over the next couple of weeks you can enjoy three hits from over 15 awesome artists.”

9XO channel head Luke Kenny added, “There is a lot of music available on digital platforms, but due to the clutter sometimes good music is lost. We analysed this trend and launched 9XO. The idea is to provide viewers with the best English music in a clutter free environment and we have succeeded at that. Our viewers have appreciated our music innovations and efforts and that is reflected in their feedback across our digital platforms. We also encourage new talent by providing them our platform OmeGrown, which gives them their break in the music space. Our journey did have few obstacles but with the constant support and feedback from our viewers, the journey has been a pleasant one all throughout.”

Speaking about the promotional activity and advertisers reaction, Kenny said, “The advertisers reaction so far has been really encouraging and fortunately everyone likes what we provide. Our audience is the target audience of many brands and hence through us, a huge segment of 18 – 24 aged population can be reached. Quality music has the potential to breakthrough any blockage and us completing three years is its proof. Our promotional activity reverberates around the social media platform; we run contests throughout the year, which engages the youth. Live events and college fests are the facets that we interactively use for promotions.”

9XO will celebrate its success till 5 May, 2015 with artists such as Miley Cyrus, Sam Smith, Sia, 1D and Beyonce amongst others.

Some of the channel's innovative programming include 9XO Tweetdown, the first ever Twitter based music countdown show and the artists Social Feed (Twitter and Instagram feeds) on the TV screens during the videos on air.  The channel also brought English music fans the most loved moments and events/original and recorded which landmarks in the journey of the channel became.

“We are looking to involve independent artists more and more, they are yet to be engaged in an optimum way. We want to be the leader when it comes to international interaction, we want to bridge the gap between music lovers and quality performers,” Kenny concludes.

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