Television

×

9X Media’s Rajjita Hemwani on music channels' growth, OTT threat and content ideation

She expects the regional music industry to grow in the same way the Hindi industry did.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/05/14/q.jpg?itok=-9JRewhv

MUMBAI: India’s love for music, whether it is Bollywood, retro or hip-hop, has never seen a slide. However, the emergence of OTT platforms made TV channels sit up and take notice.

9X Media SVP creative content and new business Rajjita Hemwani is confident of the stability of TV channels because of the concept of family viewing. She said, “Music as a genre is going to evolve after a certain point in time. The way we consume music and the kind of music being consumed will also change. We have tons of talent in our industry, different regions and languages and so there is diversity in music.”

According to a FICCI report, around 150 million unique users were streaming music in India in 2017, which are thrice the 50 million users in 2016. However, Hemwani feels that if the TV experience is made worthwhile, there won’t be any reason to eye anyone as a threat. “You have to obviously grow with times and when the dynamics of the business change you have to see what you add on or what you do differently for your consumer to stay and watch your channel,” she said.

A Neilson report mentioned that Indians with internet access prefer to watch more music videos, rather than stream music, due to the heavy linkage between music and the Indian film industry. As per the report, the share of time spent on music consumption by the audiences on television was the least with 14.8 per cent as against streaming music videos with 21.6 per cent, audio services with 16.9 per cent and listening to a digital music library with 16.3 per cent.

Even with the new TRAI tariff order (NTO) coming into the picture, 9X Media (which operates five FTA music channels 9XM, 9X Jhakaas, 9X Jalwa, 9X Tashan and 9XO) saw good results. 9XM garnered third position with 189103 impressions (000s) sum in the BARC’s week 14 data. In spite of the implementation of NTO, the company’s strategy stayed the same. “There are developments in every business so you don’t suddenly wake up one morning and try to change the whole system,” she mentioned.

Even the regional cluster is raising the bar not only in the digital world but also on linear television. Hemwani said that the regional music channels’ growth trajectory will be similar to the Hindi music channel’s growth. “There are various platforms for the consumers, so we only see good times coming in. The market is only going to be growing and I think it is a very fertile and active time, whether it’s Hindi or regional; it is music,” she said.

Music channels just can’t rely on repeating airings of songs. Hemwani said that one needs to create content with the persona of the channel to showcase interesting ideas. “If you see that theatrical walk-ins have reduced because of any possible reason and that doesn’t mean that the movie isn’t being made. The good movies still get footfalls. It is far challenging where people come together and think of new ideas,” she concluded. 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/24/KASHIR.jpg?itok=Yra6mb6C
DD Kashir sees 50% increase in viewership from J&K between 5-16 August

After the abrogation of article 370 in Jammu and Kashmir, there have been speculations all over the media about communication blackout in the valley. Commenting on the issue, Prasar Bharati CEO Shashi Shekhar Vempati said between 5 to 16 August, Kashmir’s TV channel DD Kashir saw 50 per cent...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/23/barc_0.jpg?itok=D9gPIX65
BARC week 33: Vimal Elaichi Pan Masala top brand

MUMBAI: The Broadcast Audience Research Council (BARC) India has released its data for top advertisers and brands for the period between 10 August 2019 and 16 August 2019. The data reflects top 10 advertiser and brands across genre on Indian television, including OOH screen, (U+R): 2+, Individuals...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/23/bkt.jpg?itok=049-UwPD
BKT scores global agreement with LaLiga

MUMBAI: BKT aims for performance without limits – just like sport. And like Liga de Fútbol Profesional (LaLiga), it has a global presence that reaches people all around the world. These conditions create fertile ground for a new partnership. It seems to be the perfect match. Indeed, BKT and LaLiga...

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/23/sony.jpg?itok=ndXr-dy1
Football fans gear up for Serie A, the top-tier Italian football league on Sony Pictures Sports Network

MUMBAI: The upcoming season of Serie A will be the 118th season of top-tier Italian football and fans can expect nothing less than non-stop nail-biting action from August 24, 2019 to May 24, 2020 live and exclusive on SONY TEN 2 and SONY TEN 2 HD channels.

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/23/VH1.jpg?itok=Jb0IBHao
Witness the women in music dominate the 2019 Video Music Awards, exclusively on Vh1

MUMBAI: The 2019 Video Music Awards couldn’t get bigger, as Ariana Grande and Taylor Swift vie for the prestigious ‘Moon Person’ statue with nods in 10 categories each, Jonas Brothers make a grand return to the VMA stage, a sparkling stage debut of sensational Camila Cabello and Missy Elliott...

Television TV Channels Music and Youth
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/23/hasbro.jpg?itok=tFJOehPN
Hasbro to acquire Entertainment One for approx $4 bn

Hasbro is set to acquire Entertainment One (eOne) in an all-cash transaction valued at approximately $4 billion. The deal enhances Hasbro’s brand portfolio, which includes My Little Pony, with the global preschool brands Peppa Pig and PJ Masks, as well as a slate of additional brands under...

Television Production House Fiction
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/23/Kesari.jpg?itok=19J9cwD9
Zee Cinema's 'Kesari' is highest-rated premiere on Independence Day

The World Television Premiere of Kesari on 15 August on Zee Cinema has set a new benchmark across the Hindi movies cluster making it No.1 in the category. The historic war drama garnered 15.6 Mn impressions as per BARC data for Week 33 for 2+ audiences in HSM Urban + Rural markets and is one of the...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/23/alic.jpg?itok=IxfzlSQI
Sony SAB celebrates 'Khushiyon Ke Sab Sizes' with its latest show 'Tera Kya Hoga Alia'

Sony SAB broadens its slate of shows with its exclusive brand-new offering, Tera Kya Hoga Alia. This one-of-a-kind yet highly relatable story traces the insecurities and concerns faced by the protagonist, Alia and showcases the journey of the married couple, Alia and Alok, who were high school...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/23/BARC_800_0.jpg?itok=2SC8Edra
BARC week 33: Sony SAB moves to second position on pay platform

Sony SAB has grabbed the second position in week 33 of BARC India ratings on pay platform with 614,772 weekly impressions (000). Last week Zee TV was seen at the second position which has moved down to third position. Even Sony Entertainment Television has moved at fourth position from fifth in...

Television TV Channels Viewership

Sign up for our Newsletter

subscribe for latest stories