Television

9XM to launch crowd sourced music AFP with Askme

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2015/12/18/9xmm.jpg?itok=wTvoaBrH

MUMBAI: Getting innovative with advertiser funded programming (AFP), music channel 9XM has partnered exclusively with Askme.com 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 Askme.com 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 Askme.com’s brand concept to bring light to their new show through this partnership with the website.

“Askme.com 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 Askme.com wants to reach out to. Both Askme.com 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 Askme.com’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 Askme.com 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. Askme.com 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, Askme.com 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 www.9xm.in/asktrack to enable seamless voting experience for the viewers.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/28/bb.jpg?itok=UE_yzs1I
Bigg Boss 14 finale to happen next week?

MUMBAI: Twists and turns abound in Bigg Boss and the show is set to introduce yet another shocker in the upcoming episode. According to a promo released by the makers of the show, host Salman Khan will be seen informing the housemates that the finale of Bigg Boss 14 will be held in the coming week...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/28/nbf.jpg?itok=4ZlM9HeJ
NBF hails Supreme Court of India upholding human liberty

The News Broadcasters Federation hails supreme court of India, upholding sacrosanct principle of human liberty in its judgement providing interim relief to Arnab Goswami, MD and editor in chief of Republic Media Network.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/27/play.jpg?itok=5ZXN9Xmv
ITW Playworx wins sponsorship rights of ADT10 season 4

NEW DELHI: Ten Sports has awarded ITW Playworx the sponsorship rights of the Abu Dhabi T10 (ADT10) season 4. The fast-paced and pulsating ADT10 tournament is back with its fourth edition for all cricket enthusiasts around the world, and will commence from 28 January – 6 February 2021 at Zayed...

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/27/banijay.jpg?itok=_ko_-tZU
Banijay confirms internal data theft in cyber attack

MUMBAI: Independent production company Banijay has admitted that internal data was stolen in a cyber attack last week, potential impacting hundreds of current and former employees. The company said that certain personnel data as well as commercially sensitive information may have been compromised....

Television Production House Post Production
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/27/south.jpg?itok=ESeigc8W
Madras HC issues interim injunction against sexually explicit ads

KOLKATA: The Madurai bench of the Madras high court has issued an interim injunction against programmes or advertisements on TV channels displaying obscenity. In addition to that, the judges sought response from MIB on censorship of programmes telecast on channels. “Some advertisements though look...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/27/and.jpg?itok=H9_k5j56
Watch Hindi television premiere of the ‘The Grudge’, only on &pictures

MUMBAI: Ever imagined what it would be like to step into a house that is cursed by a vengeful ghost. Would you dare to go inside it? Well, this Friday the 27 November at 9pm, gather all the courage you got as ab darr hoga full on as &pictures will take you on a bone chilling ride with the Hindi...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/27/zee_0.jpg?itok=met_v20G
Zee TV introduces a gamified filter for Brahmarakshas 2 on Instagram and Facebook

MUMBAI: After regaling audiences with three engaging stories in the festive month of October that capture the pulse of the emerging middle class India and the evolving relationship dynamics of society, Zee TV  now offers its viewers an escape into the world of fantasy with another intriguing season...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/27/zee.jpg?itok=qZhvhIaQ
Zee Keralam celebrates second anniversary, thanks viewers for the exciting two years

MUMBAI: Zee Keralam, the hit entrant in the Malayalam entertainment TV arena, has completed two years of thriving existence. On the day of their second anniversary, Zee Keralam has brought out a brand film with the tag ‘Avesham Randiriatti’ featuring everyone from the Zee Keralam family including...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/27/arnab.jpg?itok=1eR5w5HM
No prima facie evidence against Arnab Goswami in abetment to suicide case: SC

Detailing the reasons for granting interim bail to Republic TV editor-in-chief Arnab Goswami in its 11 November judgement, the Supreme Court highlighted that the bail will remain in force for four weeks, even after the Bombay high court decides on the journalist-cum-businessman’s plea to quash the...

Television TV Channels News Broadcasting

Sign up for our Newsletter

subscribe for latest stories

* indicates required