9XM integrates digital with TV; creates QR code that redirects to its YouTube channel

Music channel, 9XM, has created an innovation through which its viewers can listen to the channel's specially created Ganapati song, 'Ganapati Taal Pranaam' with the help of their smart phones.

Users can view this song on their mobile phones through the help of a QR code being aired as part of a song for the festival which will redirect users to the 9XM's YouTube channel. The idea was conceptualised by the channel's in-house team.

Commenting on the initiative, Sunder Venketraman, programming head, 9XM, said, "We wanted to create a tribute to music and we thought there was no better timed occasion than Ganapati. Our internal team met up and composed a new track. We wanted to bring in technology to help people download and listen to it. We thought the QR code would enhance the experience for our users. We tried it with our internal team and it worked. We are hoping to get about 2,00,000 to 3,00,000 views with the help of this innovation."

The song went on air on 18 September and will be on air for the entire duration (11 days) of the festival.

On the innovation, Madan Sanglikar, chief executive officer, AD2C, an independent agency specialising in mobile advertising and marketing, said, "To my mind, QR codes are like the pagers in the mobile era. Newer things are coming up that will make this redundant. On the other hand, QR codes are good triggering elements. It is a useful medium when you want immediate actions from people. Businesses use them in different ways for instant connect and keeping that in mind, it's a good thing." On whether this initiative will act as a bridge between television and digital, he said, "It will be interesting to see how it evolves. I would rather like to see if it is used for a longer period and not as a one off."