Exclusive | Celebrate a melodious World Music Day with 9X Media

9X Media, the largest music broadcasters in India with five channels 9XM, 9X Jalwa, 9X Jhakaas, 9X Tashan and 9XO have always believed in celebrating music. The network that focuses on the music vertical has been celebrating World Music Day since the past two years and this year too 9X Media plans to go all out to celebrate this unique day on 21st June, 2014 in a most memorable way.

In an exclusive conversation with Adgully, Punit Pandey, Executive Vice President & New Business Head, 9X Media Network and Amar Tidke, Sr. Vice President & Head of Content, 9X Media shared insights about how important World Music Day is for the network and also how differently  it’s been planned for their fans this year.

Speaking about the whole idea of celebrating this popular event Tidke said, “We’ve been celebrating World Music Day from past two years. Year before last we did Wall of Music which was recognized by the Limca Book of records and last year we did a unique song titled Tung Tucking Ting which became extremely popular. Likewise, this year we plan to do a music video titled Music Dil Mein, a melodious music video featuring India’s current top 13 Bollywood music talent.”

“We at 9X Media have always celebrated music events/occasions along with our loyal viewers with a belief that whenever they ‘Think Music they Think 9X Media’. All our innovations revolve around this belief and have resonated extremely well with our viewers and being into music space it’s important for us to celebrate World Music Day,” added Pandey.

This year with the release of music video Music Dil Mein, the network plans to take this initiative to a much larger scale. With this initiative 9X Media intends to drive the point -Think music, Think 9X Media amongst its viewers and fans.

On asking how different this year’s celebration is going to be, Tidke briefed, “The idea then and now for World Music Day continues to be the same. World Music Day is the day we celebrate what we truly stand for, which is music and there is no other better occasion to celebrate music. We are bringing music fraternities closer to the viewers. Music videos usually depict stars who are cast as the face of the song but we are celebrating it with 13 real artists and they are the face of our music videos and for us they are the stars.”

Composed by Rochak Kohli, Music Dil Mein features India’s current top 12 Bollywood music talents -Sid Mahadevan, Shalmali Kholgade, Anushka Manchanda, Benny Dayal, Harshdeep Kaur, Amit Trivedi, Pappon, Rochak Kohli, Neeti Mohan, Hamsika Iyer, Shruti Pathak, and Shweta Pandit.

From the largest Wall of Music to the wackiest and contagious musical campaign of Tung Tucking Ting, 9X Media has always celebrated music and the World Music Day in a unique fashion.
“People bookmark us as the favourite music destination and on this day we are releasing fresh music for our viewers, the best of the music across genres, languages and platforms. We target 15-24 year old youths, so apart from the television screen, we are celebrating it on the second screens as well i.e. digital and social media screen.  We want to ensure that we incorporate all the platforms” shared Tidke.

This year too Music Dil Mein will witness a grand launch as 9X Media has partnered with 150 night clubs and lounges across India as a part of the on-ground initiatives which will be playing the club mix of Music Dil Mein simultaneously on the midnight of 20th June 2014 to welcome the World Music Day. 9X Media will also install a 60-inch LED motion sensor digital screen at Oberoi Mall in Mumbai. This screen will enable music lovers to learn the dance steps of the music video and win goodies. This heartwarming music rendition will be launched across all the five channels and digital platforms operated by 9X Media. The Network will go all out to truly live the spirit of the day and celebrate it with the music fans across India.

Elaborating on their marketing plans, Pandey said, “We are doing digital promotions and multi-city on-ground activations. We will also be launching innovative applications on Facebook and Android platforms that will ensure that Music Dil Mein lingers in the hearts of music lovers across the globe. Music Dil Mein will be promoted on Radio through RadioCity, the official Radio partner across 15 stations. The music video will be available as a whole song and RBT cuts across all telcom partners via SMS (SMMDM to 56060). The Network has also launched a series of innovative digital initiatives. The track of Music Dil Mein will be available on Youtube in 5 different versions- Karaoke version, 2 lyrics videos, remix video and an unmixed instrumental track besides the original rendition. 9X Media has also created an Android application on which the music track can be easily downloaded. We are sure that this initiative will create yet another milestone for us just like our earlier World Music Day initiatives.”

Speaking about their association with 9X Media, Sanujeet Bhujabal, Marketing Director, Sony Music India said, “Music Dil Mein is a great song and we will be using all our marketing muscle to ensure the song reaches out to fans. Having worked with 9X Media in the past we are sure together we will create new success with the song. The song will be available across platforms from 21st June onwards.”

The music video will not focus on any specific genre but will have different styles by 13 artists and the way they have sung it. The whole idea is about communicating with music and to understand the importance of music.

“As innovators in the music television space, it's our constant endeavor to regale our viewers with the content of superlative quality. This World Music Day we give our viewers Music Dil Mein an ensemble composition that brings together the best of Bollywood music talent under one roof. Music Dil Mein has great rhythm, melody and positivity at its core which will truly linger in our viewers’ hearts," said Tidke.

9X Media constantly celebrates music and sets the stage for talented artists with their innovative initiatives. So, tune in to your favorite 9X channels and celebrate World Music Day with Music Dil Mein only on 9X Media. [By: Ranjana Gupta | Twitter: @ranjanagupta