“No Marathi movie releases without a Jhakaas promotion”: Rohan Rane

MUMBAI: Regional music, though entertaining, has never got its due, thanks to Bollywood music which has been giving the youth its daily dose of entertainment.

However, things changed in 2011 for the Marathi music with the birth of 9X Jhakaas.

The channel launched by 9X Media targeted the confident and go-getter Marathi music lovers and the Maharashtrian youth across India by offering them a scrumptious treat of complete entertainment.

It airs the best Marathi film and non-film songs including Lavanis and other traditional forms. It also airs a series of rib-tickling short format animated shows which are extremely popular amongst the viewers and fans of the channel.

Content always requires experimentation and innovation, believes 9X Jhakaas VP Rohan Rane. On the occasion of third anniversary, according to Rane, the channel is in a happy mode but believes it has still a long way to go. The channel started off with 10 GRPs and now enjoys good amount of viewership between 18-19 GRPs.

However, the biggest challenge that the channel had to face was to get the youth on-board, since music is driven by them. “The first question when we started the channel was how to make it youth-centric. How to pull and drive them and thus we launched the channel with so many animated characters,” says Rane.

 “The growth comes a lot from the things that we do on the channel. In these three years, we have associated with the entire Marathi industry,” adds Rane.

He goes on to say that initially what the industry lacked was movie promotions and Jhakaas gave them the opportunity to promote their movies. Rane feels that the entire industry has gone into boom. “There are good amount of profits that the movies have started making. The achievement of Jhakaas has also been to help the movies get business.”

The channel has its core audience between the age group of 15-24. But Rane reveals that it is more of a women skewed channel as per the data.

Moreover, to engage with the audiences, for the past three years the channel organises a three-hour long festival, Bhim, in Kohlapur every January. The channel actually designs the entire festival which is a full extravaganza of singing, dancing performances and sees the who’s who of Marathi entertainment industry.

According to Rane, the high point for the channel is the support it gets from the industry and the audience. “Each and every celeb is following Jhakaas twitter handle and almost all our tweets get re-tweeted by them,” says Rane. Moreover, he highlights that being a music channel how can one miss profiling singers. Thus, the channel has profiled top most singers for better eyeballs.

Talking about the low points, he wishes the success rate to be higher in terms of the money made by the music channels during movie promotions. It will show the health of the regional space. “Because these are low investment movies, but get high returns. And Jhakaas being the part of it, pushing and getting the audience to be a part of it so that the people are drawn is our main intent.”

As the channel completes three years on 31 October, it has created an off-beat Jhakaas song by collaborating with top names like Avdooth Gupte, Vaishali Samant, Jasraj Joshi, Priyanka Bave and Kirti Killedar.

The video features Manasi Naik, Pooja Sawant, Neha Joshi, Adinath Kothare and directed by Saagrarika Das. The song will be on-air and online from 31 October and will run for almost a month.

Talking about the advertisers, Rane reveals that over the period of three years, it has attracted new clients like HUL’s Lux on-board.

The first learning for the channel was that in order to cater to the youth, it had to incorporate youth-centric programmes. Secondly, the youth wants to know the song immediately when it is released. “If you show them the latest song, the stickiness has seen a significant amount of growth. Plus they like romantic numbers too.”

Thus, it has an entire time band - Tu Ani Mi, where romantic songs are played between 12 - 4 pm.

There is a content specifically programmed for the youth on the channel as well on the digital platforms. “Digital platforms also help us to get youth attracted to the Marathi cinema,” states Rane. “No Marathi movie releases without a Jhakaas leg/promotion to it.”

He cites an example of a Marathi movie, Ishq Wali Love Story. Apart from having a plan on Jhakaas, it had also partnered with them for on-ground events where it had designed an on-ground campaign starting from Mumbai followed by Kolhapur and Pune. “The point being that every movie which we feel will do well it gets support from the channel.”

“These numbers were never seen before. Over the weekend it has crossed Rs 3 crore at the box office.”

The channel enjoys good amount of attention on the digital platforms like Facebook where it has more than 5 lakh likes to it. Says 9X Media SVP – digital Vibha Gosher: “9X Jhakaas community is emerging to be our most engaging regional user base. Both on Facebook and Twitter, the 9X Jhakaas users are extremely passionate about the entertainment content and engage actively across our initiatives.”

Latest Reads
Disney-Fox deal expected to happen on Thursday: CNBC

The Walt Disney Co. is expected to close a deal valued at $60 billion to acquire much of 21st Century Fox's assets, according to a CNBC news report. The two companies are likely to announce the deal on Thursday.

Television TV Channels News Broadcasting
World television premiere of Maragadha Naanayam on Zee Tamil

Zee Tamil announced the world television premiere of critically acclaimed Maragadha Naanayam – the fantasy-comedy-thriller film that features Aadhi Pinisetty and Nikki Galrani on Sunday, 17 December at 4:00 PM only on Zee Tamil. Written and directed by ARK Saravan, the movie is a perfect blend of...

Television TV Channels Regional
Republic TV to track real-time data for Gujarat elections

MUMBAI: Republic TV has partnered data-science company Gramener to track real-time data, along with analysis, during the Gujarat elections. According to a release sent by Republic TV, “Gramener will help enhance the visual look both on-air and on Republic’s digital platforms to present the data in...

Television TV Channels News Broadcasting
Nakul Chopra is new BARC chairman

MUMBAI: Nakul Chopra, currently president of Advertising Agencies Association of India (AAAI) and senior advisor of Publicis Communications, has been elected as the next chairman of BARC India. Chopra succeeds Viacom18 group CEO Sudhanshu Vats, who has completed his one-year tenure as chairman.

Television TV Channels Viewership
Nitin Kukreja joins iQuest

Former Star India sports head Nitin Kukreja has joined iQuest Enterprises as its chief executive officer. Kukreja had left Star in March this year. IQuest is an enterprise of Nimmagadda Prasad, the former owner of the Maa TV group, who has multiple business interests ranging from infrastructure to...

Television TV Channels Sports
Sun TV's unassailable lead continues, while Zee TV leads Hindi across genre

BENGALURU: The Sun network's flagship Tamil general entertainment channel (GEC) Sun TV continued its lead in ratings across all GECs on Indian television for week 48 of 2017 (25 November to 1 December 2017) according to Broadcast Audience Research Council (BARC) weekly ratings data

Television TV Channels GECs
Republic TV, BTVI join hands for budget coverage

MUMBAI: Republic TV, spearheaded by Arnab Goswami, and Business Television India (BTVI) have entered into an alliance for content and programming around Union Budget 2018. The Republic TV- BTVI alliance promises to offer viewers a distinctive experience.

Television TV Channels News Broadcasting
Mairu Gupta and the art of building the NBA in India

MUMBAI: For basketball fans worldwide, the US National Basketball Association (NBA) represents the mecca of the sport. But in India, the NBA has had its task cut out, what with cricket presenting a near impenetrable line of defence.

Television TV Channels Sports
CNN-News18 'Indian of the year' 2017 special Telecast on 9 and 10 December

MUMBAI: The awards night of the annual and flagship initiative of CNN-News18, ‘Indian of the Year – 2017’ will be telecasted on the 9 and 10 of December at 9:30 PM on the channel. The initiative, whichrecognizes and awards the exceptional contribution and achievements of the iconic Indian citizens...

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories