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Singing a new M-Tune

Bapun Raz

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MUMBAI: It’s breaking out from the rest of the pack. In a fiercely competitive and cluttered environment, where other music channels are focusing more on non-music content, MTunes HD, the recently launched pure Bollywood Hindi music channel, is planning to survive on the back of high-definition (HD) quality and back-to-back music.

Promoted by Kishore Mohatta, the man behind Sanskar TV, the channel is hoping to steal a march over other well entrenched rivals.

“Any study of TRP trends of music channels shows that viewers are extremely involved when music is playing. The moment an interstitial comes on they tune off,” says MTunes HD creative director Kalyanasundaram. “Hence, we decided to go for non stop 24X7 music.”

Kalayanasundaram points out that the belief is being backed by the numbers MTunesHD is racking up. Says he: “Within two weeks we have reached the No 6 slot in the SEC A and SEC B 15+ demographic.”

Launched on 8 August, MTunes is a completely HD channel in 1080i, 16:9 aspect ratio with 5.1 Dolby surround sound. Says Kalayansundaram: “We offer a visual radio experience, a complete vanilla Hindi music channel. Our USP is our high definition technology. Today, every television store plays ‘MTunes’ for customers and this itself reflects the quality and technology that we are offering.”

MTunes HD promoter Kishore Mohatta says that "Close to Rs 1 billion is the amount that will being pumped into MTunes. We are growing consistently as even the TAM ratings last week have shown a 40-50 percent growth and we are hoping for a steady increase week on week. The revenue model for the channel is ad sales, taking one step at a time we are currently focusing on being leading music channel of the country with superior quality and technology.”

The music channel is being promoted across print, outdoor, online and television media and will soon adopt a 360 degree multi media campaign that will amplify all the ATL and BTL marketing activities.

At present, MTunes is available on all the major multi-system-operators (MSOs) like Hathway, Den, Incablenet, Digi Cable and Scod18, while on DTH it is available on Dish TV.

“We are in talks with Airtel Digital TV and Reliance Digital TV for carrying our channel” Kalayanasundaram added.

Prime Connect, the independent distribution joint venture between Bennett, Coleman & Co Ltd (BCCL) and Yogesh Radhakrishnan is distributing the channel.
http://www.radioandmusic.com/content/editorial/news/singing-a-new-m-tune
 
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