Thakur
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With Viacom18 launching MTV Beats and Channel V re-turning into a music-only channel, 9XM plans to stick to its original strategy of providing curated music clubbed with humour and animation.
9XM will also continue to strengthen its digital and social media presence.
For 9XM chief business officer Punit Pandey, the strategy has elicited good response from consumers, viewers and advertisers.
“For the past nine years, our strategy has been to ensure that we are the favourite destination for music consumption. It is great that more players are coming in; it helps the music category to grow.
But once the category has grown, the broadcaster can get into the favourite space, make the category robust and provide choices.
When you have several choices, you know who will offer you what and that makes it pretty simple,” said Pandey.
While most music channels over the years have added fiction to their programming, 9XM stuck to curating music, which helped them create impact from the brand perspective.
9XM also benefits from regional-language sibling channels such as Jhakaas (Marathi), Jalwa (Hindi) and Tashan (Punjabi).
“All our channels cater only to music. At no point of time did we think of creating shows or reality.
Our objective was to create a platform where audience would be coming to consume curated music,” Pandey added. 9XM’s target group is the youth.
Pandey points out that the challenge is to be the favourite music destination for the youth.
The channel addresses this challenge by providing second-screen experience, especially through social media.
Over the years, the channel has launched various programmes through social media such as ‘9XM Selfiesh’ and #AskTrack.
‘9XM Selfiesh’ offered its viewers to not only request songs but also to get featured on the channel. #AskTrack gave an opportunity to the audience to select a song from a given playlist using social platforms like WhatsApp, Facebook and Twitter.
The activities have helped them expand their reach in smaller cities.
Read more at: http://www.televisionpost.com/tvp-special/9xm-to-stick-to-original-strategy-despite-new-competition/ | TelevisionPost.com
9XM will also continue to strengthen its digital and social media presence.
For 9XM chief business officer Punit Pandey, the strategy has elicited good response from consumers, viewers and advertisers.
“For the past nine years, our strategy has been to ensure that we are the favourite destination for music consumption. It is great that more players are coming in; it helps the music category to grow.
But once the category has grown, the broadcaster can get into the favourite space, make the category robust and provide choices.
When you have several choices, you know who will offer you what and that makes it pretty simple,” said Pandey.
While most music channels over the years have added fiction to their programming, 9XM stuck to curating music, which helped them create impact from the brand perspective.
9XM also benefits from regional-language sibling channels such as Jhakaas (Marathi), Jalwa (Hindi) and Tashan (Punjabi).
“All our channels cater only to music. At no point of time did we think of creating shows or reality.
Our objective was to create a platform where audience would be coming to consume curated music,” Pandey added. 9XM’s target group is the youth.
Pandey points out that the challenge is to be the favourite music destination for the youth.
The channel addresses this challenge by providing second-screen experience, especially through social media.
Over the years, the channel has launched various programmes through social media such as ‘9XM Selfiesh’ and #AskTrack.
‘9XM Selfiesh’ offered its viewers to not only request songs but also to get featured on the channel. #AskTrack gave an opportunity to the audience to select a song from a given playlist using social platforms like WhatsApp, Facebook and Twitter.
The activities have helped them expand their reach in smaller cities.
Read more at: http://www.televisionpost.com/tvp-special/9xm-to-stick-to-original-strategy-despite-new-competition/ | TelevisionPost.com
