MSM pumps up the volume with new music channel

01 Sep,2011

Multi Screen Media (MSM) is all set to launch its music channel, Mix, on September 1. Promoted as a pure Bollywood music channel, Mix will play songs not only from contemporary cinema but also the earlier decades, appealing to a wide audience spectrum.


It is after a five-year gap that MSM is launching a channel  the last one was Sony Pix in 2006. Reflecting on the reason for launching a channel at this juncture, that too a music channel, NP Singh, COO, MSM said, We wanted to first advance our existing channels, and then launch the music channel. Now that Sony is number two in the GEC space, and SAB, Max and Pix too are doing very well, the time is just right for the launch of music channel. He added, As a network, we have seen tremendous growth this year. There has been viewership and revenue growth in every quarter.


Music, Mr Singh believes, is a natural extension of the MSM bouquet of offerings. Mix primarily plans to cater to the core target group of 15 to 24, as the youth consume maximum music. However, the channel will also target adults in the age group of 25 to 44, the section which, Mr Singh stated, is largely underserved when it comes to music on television.Thirty percent of the programming on Mix will be targeted towards this group.


The channel will have theme-based programming through the day, playing different types of music. For instance, Arziyan will feature devotional songs at 7am, Ishq- Vishq will have softer love songs from noon to 3pm, and Music Madness with faster numbers will be from 6pm to 8pm.


Alleyah Asgghar, Vice President and Head Programming at Mix, said that scheduling on the channel is a result of mood mapping research conducted by MSM, combined with the network’s learnings from viewership pattern on its other channels.


Answering questions on the key differentiators that the channel would have, Neeraj Vyas, Executive Vice President and Business Head, Max and Mix, stated, Though the content on a music channel cannot be unique, Mix will showcase good quality music in an uncluttered environment. It will have factoids about music similar to what Max has about movies.The channel, he said, would have a large library of songs to reduce the number of repeats.


At the moment, average time per viewer on a music channel is 25 minutes. As Mr Vyas remarked, it is important to not only get more viewers to the channel, but also to keep them engaged and increase stickiness.


The channel also plans to have user-generated content on the channel wherein the users can send in their stories and the channel will play related songs.


Mix, Mr Vyas said, would be on all distribution networks in the duration of a month.

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