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Writer: Esha Madhavan - Wednesday, Feb 18,2009 7:15 AM

Chennai’s SS Music eyes stronger presence in southern market

Southern Spice Music (SS Music), a Chennai-based 24x7 multi-lingual music channel, is all geared to strengthen its presence in the southern market as it completes eight years of operation in April 2009. The channel has recently roped in John Alan Fernandez back on board as Programming Head and has also incorporated some new formats in its content for a better positioning in the southern market.

The channel has launched a platform of sorts for musicians and local music bands whose music will be aired on the channel. The programme took off from Valentine’s Day onwards and will be aired on Saturdays at 10.30 pm, with repeat telecast at on Sunday afternoons.

Speaking on this new initiative, John Alan Fernandez, Programming Head, SS Music, said, “We have seen an interest among our audiences for English music. Through this programme, we will be able to strike a balance mix in our content, which will pitch well to our audience.”

The programme will feature musicians from all across the country and around the globe and will also do a kind of biography check. Fernandez added, “There are a lot of people who are already listening to good music and they will enjoy watching it on TV all the more. There are others who are not aware of a lot of new things happening in the world of music, for them it will be good source of information.”

The channel also has plans to create albums for artist and musicians whom they find deserving and will assist them in providing a platform and promote their music.

Speaking on the marketing drives to promote the new shows, Fernandez said, “Till now, we are getting a lot of artists coming to know about our new programming by word of mouth. However, we have definitely planned some promotions to be aired on TV soon.”

The channel considers this to be Fernandez’s second innings at SS Music. One of the brains behind SS Music when it was launched nearly eight years ago, Fernandez is back at the helm of programming after a hiatus of five years. His love for music and his experience in producing TV shows saw him getting roped in as Production Head for SS Music, which was set up on April 14, 2001. The channel credits him for turning the then VJs into icons of style and glamour later on.

After long stints at production houses based in Singapore and Malaysia, Fernandez is back at SS Music in his old role with a new agenda.

SS Music mainly caters to the youth audience of South India, and in select categories of TA, more specifically in the 19-35 SEC A1 bracket, the channel claims to have the highest TRP ratings among English music channels.

Rumours and speculations have done their rounds in the past when MTV was keen on picking up stakes in this channel, which, however, did not materialise as the two parties could not agree on valuations. The channel is now all set to woo its audiences with some fresh content and rekindle its past glory.

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