9X Media Group, which runs 9XM, are entering the regional music genre by launching 9X Tashan, a Punjabi music channel. Positioned as a 24-hour channel playing hit contemporary Punjabi music, it is targeted at free-spirited Punjabi viewers who take pride in everything related to Punjab - Food, Culture, Music, Costumes, etc. 9X Tashan will go on air from 31 August, and will be widely available across satellite and cable homes. The channel will also be streamed live online on the channel’s website – www.9xtashan.in and on the mobile platform.
Punit Pandey, sr. vice president and business head, 9X Media Group, said, “Our commitment to offer super hit music and humor to our viewers continues with 9X Tashan. The channel will air the latest and best Punjabi music across all genres - pop, romance, underground, action, folk, etc – interspersed with rib-tickling short episodes of characters created in 3D animation. We plan to create a loyal viewer following with our animated characters similar to that of 9XM.”
Commenting on the launch, Sandip Bansal, managing director, 9X Tashan, added, “We are pleased to partner with 9X Media Group and launch a channel that combines the traditional and modern sounds coupled with the vibrant colours of Punjab. 9X Tashan has an up-tempo, vibrant, happy and humorous personality.”
9X Tashan will also have a theme song which has been recorded with the best and most popular singers and musicians from the Punjab region. The channel will also air a series of humorous animated shows presented by animated characters who are part of the 9X Tashan gang. The gang will entertain viewers with jokes, interesting anecdotes from Punjab, and exciting trivia.