MTunesHD takes music 'ON THE STREETS'

MTunesHD, India’s First Bollywood Music Channel in HD takes its ‘Feel the music!’ proposition another step closer to its viewers with their latest innovation aptly titled ON THE STREETS (OTS).

Launched in October with the YouTube sensation Gangnam Style, MTunesHD has since taken some of the most popular songs to its viewers to make them experience the channel USP first-hand. Aga Bai from Aiyyaa, Dil Garden Garden from Kya Superkool Hai Hum, Po Po Po from Son of Sardaar and most recently Sooraj Ki Bahon Mein from Zindagi Na Milegi Dobara are some of the other tracks that have made the people on the streets, feel the music! The videos are available online; e.g.

Commenting on the concept, Sunil Sahjwani, Group Creative Director, Pioneer Channel Factory said, “OTS is the best way to capture the pulse of the viewers. Through the dance, style, humor and spontaneity, we capture emotions across TGs, reaching out to viewers and making them express how they feel the music. We’re looking to travel the length and breadth of the country with OTS.”

Adding to the above, Saravanan. P., CEO, Pioneer Channel Factory said, “Keeping to our tag of pioneering music innovation, OTS is an initiative to involve viewers with the channel and make our music properties more interactive. While we play music on-air, we also take them on the streets to add to the ‘Feel the music!’ experience. More such interactive initiatives are being lined up in the times ahead. I take this opportunity to thank all music companies who have been enthusiastically supporting all our music innovations.”

While the concept was entirely conceived by the channel, the success of the initiative also depended on the cooperation of the music labels like TSeries & Universal who supported the activation whole heartedly.

Devraj Sanyal, MD, Universal Music India commented, “Our association with MTunes ‘On The Streets’ (OTS) started with a bang. We brought in the global blockbuster ‘Gangnam Style’ for the first time on Indian Television screens through MTunes. Followed it up with a direct contact with the audience through OTS. The way the audience swayed, reacted & rode horses was maddening and reflects the power of the property OTS. Apart from our association with OTS, we will also be bringing in famous International & Indian music albums other than Bollywood to partner with the MTunes property which is aptly titled AlterNative.”

Vinod Bhanushali, President - Marketing, Media & Publishing at T-Series added, “We are proud and happy to be associated with all the music innovations of MTunes. Their Latest innovation ‘On The Streets’ not only reaches our songs directly to the audience but also involves them, gets their instant reactions and adds value in popularizing our songs. We welcome such music innovations and would love to partner with MTunes on many more such innovations in future.”

The response to the initiative has been overwhelming with compliments on the idea, requests for participation, suggestions on other songs and overall appreciation pouring in from all quarters, both online and offline. The industry has been abuzz with the innovation and the channel promises more extensions to the series in the near future. Keep watching MTunesHD to see how people move to their favorite tracks ‘ON THE STREETS’, and other such clutter-breaking programming. Feel the music!


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