Television

9XO's D'souza says: We invest zero amount in marketing

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/07/19/Clyde_D%27souza.jpg?itok=cBv0S2pe

MUMBAI: International music brands had been ruling the English music channel space in India until 9XO emerged five years ago. Today, it authoritatively announces itself as an English music influencer and it’s leaving no stone unturned under the guidance of channel head Clyde D'souza.

The former MTV associate director joined 9XO at inception. He does all that it takes to stay updated, to keep the channel well-run, and stay close to the audience. This is also one of the reasons for the innovative ideas that the channel has churned in these years.

In an exclusive interview, D'souza shares 9XO’s journey, innovations, constant race to match up and times when they managed to overtake the digital world and more. Excerpts.

In these five years, 9XO hasn’t deviated from its core purpose, being a pure play music channel.

We started with a simple focus to help people discover music. So, we decluttered 9XO from all the other channels that play reality and lifestyle. We don’t do any of that. We stick to top 40 English songs. When a viewer comes to 9XO he gets 15 songs in an hour posed to another channel that might give 7-8 songs per hour. The other channels also have lot more breaks. We have lesser breaks.

Does 9XO believe in 360-degree marketing campaigns?

We invest zero amount in marketing. Our marketing guys do a great job by tying up with the biggest events in India be it Sunburn or EVC. We give more banks for their buck. There are also other channels but we give them more coverage.

How is the channel doing on the BARC charts?

We have been kicking a** as far as BARC is concerned. For the last eight weeks, we have been number one. Our competitors are an international brand. They have been in the space for 10 years now, we are five years younger company and we are still holding our own. We have created our channel from scratch, but we are doing well on social, GRPs and people love the channel. So, that’s a great story.

9XO has constantly been innovative in building connect with its audience. Has it helped build the viewership?

We have been innovating for our young viewers. So, the first year we had Tweet Down. It was our Twitter-based countdown show, where we would put 20 songs on Twitter and ask them to tweet their favourite songs. We would then play those songs along with their tweets. The third year we launched Hook –an app that matches you with someone who likes the same songs. We call it match over music. They are connected via music and 9XO shows those hooks on the channel. This year we have launched Insta Top 10. It’s our new countdown via Instagram. You comment on the song you like and we will show that song on-air along with the Instagram profile.

A few years ago we had Snapstars.  Here we asked the viewers to take selfies using one of snapchat filters. Every week we would ask them to face swap with their favourite artist. Then we would put it on-air. Thos are the kind of innovations that we continuously keep doing at 9XO, which we think the viewers like and they keep coming back to us.

Read the full story here:

We have to find ways in which we can differentiate ourselves: 9XO channel head Clyde D'souza

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/star.jpg?itok=XqQ1JaZk
Star ushers in IPL's new era with a bang

Star India is all set to reinvent the Vivo Indian Premier League (IPL) 2018 by increasing fan-engagement levels and bringing the sporting spectacle even closer to cricket fans across the country. The broadcaster’s press conference in Delhi today started with Sophia, a robot, in conversation with...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/punit.jpg?itok=QMjjRK9k
Zeel numbers up on higher ad revenue in third quarter

The Subhash Chandra led Indian television network Zee Entertainment Enterprises Limited reported 11.5 percent and 28.3 percent increase in consolidated total revenue and profit after tax (PAT) respectively for the quarter ended 31 December 2017 (Q3-18, quarter under review) as compared to the...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/baba_0.jpg?itok=4dsXrFZQ
Ramdev wants telecast fees waived off for devotional channels

Baba Ramdev today took a shot at the government for imposing high tax on telecasting devotional TV channels.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/tumbin.jpg?itok=BK_vfhpI
Be privy to a traditional ode to eternal love and longing with 'Tum Bin 2' on Sony MAX

Sony MAX, the leading Hindi movies channel from Sony Pictures Networks will be whipping up romance this January as it brings the sequel of the 2001 hit movie, ‘Tum Bin 2’ on 19th January at 8pm.

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/irra.jpg?itok=HbcXocFG
IRAA Awards Now accepting nominations

In its 12th consecutive year, the Indian Recording Arts Academy Awards (IRAA) 2018 will be hosted alongside the PALM Expo 2018 at the Bombay Exhibition Centre. The awards will once again recognize exceptional skills in music, soundtrack recording and mixing in Indian music for albums and movies.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/network18a_2.jpg?itok=UB6MjyrR
Network 18 PAT at Rs 114 million

Network18 Media & Investments (Network18) reported a marked improvement in its numbers for the quarter ended 31 December 2017. The consolidated revenue (net of revenue from joint ventures and associates) for the company declined marginally by 1.8 per cent year-on-year (yoy) to Rs 3660 million...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/bbc.jpg?itok=D-KQbcCd
Get Intriguing Insights into the human mind with 'Meet the Humans' on Sony BBC Earth

If you think human behavior is predictable, think again. In ‘Meet the Humans’, a show on Sony BBC Earth, starting January 22, at 8pm, a trio of experts led by Dr. Michael Mosely take a microscopic look at the human behavior and discover how incredibly unpredictable and complex humans are.

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/tv18.jpg?itok=9obzztU8
TV18 profits decline in third quarter

TV18 Broadcast Ltd (TV18), the subsidiary of the Mukesh Dhirubhai Ambani-controlled Network18 Media and Investments Ltd (Network 18), reported consolidated total income of Rs 10 crore for the quarter ended 31 December 2017 (Q3-18) as compared with income of Rs 23.6 crore for the corresponding year...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/sameer.jpg?itok=FzSr16mH
Applause Entertainment to produce series on 2016 surgical strikes

MUMBAI: Applause Entertainment is making all the right moves.

Television Production House Non-Fiction

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories