Multi Screen Media (MSM) has announced the launch of a new channel dedicated to “pure Bollywood music” called Sony MIX. The channel will begin to air from 1 September 2011.
Watch two of the promos below (the other promos are at the end of the story)
The target group for the channel is primarily youth (15-24), but the secondary audience will be the 25-44 year old.
The positioning of the channel is based on the premise, “Mood Anek, Music Channel Ek”. According to Neeraj Vyas, business head for MIX (and executive vice president and business head – MAX), the programming on the channel is based on a ‘Mood Map’. Hence, devotional Hindi film songs will be aired between 7-8am, love songs between 12-3pm and old Hindi film songs from 10pm-midnight; other time bands have been strategised in the same vein. He added, “While 70 percent of the content will be for the 15-24 year old, we will also be serving the extended TG of the 25-44 year old SEC A, B, C who have been waiting for their kind of content.”
Commenting on the launch, NP Singh, chief operating officer, MSM, said, “This latest offering from our bouquet reiterates our commitment to bring the best in entertainment to our audiences. We are confident that MIX will stand out amongst the crowd with its devotion to every kind of music lover and its dedication to serve each music loving group with special programming. MIX is and shall stay true to music.”
Man Jit Singh, chief executive officer, MSM, said, “We are glad as the launch of MIX comes on the heels of our flagship channel SET securing the No 2 position, and other channels, MAX, PIX and SAB doing extremely well in their respective genres. All the channels from the MSM Network share the same philosophy of best in class entertainment for the viewers, and with our latest offering MIX, MSM Network is looking at achieving a period of exponential growth and sustained development in the coming future.”
MIX will be a pay channel and available on all major platforms soon. The promo creatives have been designed in-house, while OMD handles the channel’s media planning. According to MSM, the marketing will be more on TV than in print, and “will ride as heavily as it can on Kaun Banega Crorepati”. The Network added that initial advertiser response has been encouraging.