9X Media’s Marathi music channel, 9X Jhakaas celebrates its third anniversary yesterday. As part of the celebration it announced that it has created a specially produced music video which will include some of the top Marathi singers from the industry.
With regards to this Rohan Rane, Head of Programming, 9X Jhakaas said, “We have completed three years and it has been fantastic in terms of the response from the industry and response from our viewers. When we started the channel it was our mandate how do we get our 15-24 age audience on to our Marathi movie industry as you know Maharashtra has big hang on Bollywood. So to get them to sample Marathi cinema and go to the theatres was one of the mandate that we had on the channel. We did this through research and looking at the tastes of the youth and acquired music accordingly. Doing that we got the numbers and a huge fan following. The point was that we have completed three years so why not make a completely youth centric song.”
This song which is specially created for their anniversary will be playing for 20 days after the launch. The celebrations will be on digital as well as on the channel and there will also be an online contest where 3 lucky winners will be given smart phones. They also plan to get the entire Marathi industry to talk and tweet about the song.
Rane further spoke about how the channel was able to help push the Marathi movie industry which was predominantly unorganised when it came to promoting it. “What happens in a typical Hindi (movie) setup if there is one song that comes out, there are more than thousands of platforms to push the song. You have radio, TV and print. The Marathi movies did not have a platform. There is no platform which 24x7 pushes Marathi movies. So the point was to line-up all the movies take the songs which we knew would also be a good marketing push for the movie. Now if you see the entire Marathi cinema as a genre is moving. There are movies like Duniyadari which has made revenues in the vicinity of Rs 30 crore. These were numbers which were never seen in the Marathi regional space. You now have Ritesh Deshmukh and Ajay Devgan doing regional movies,” he said.
The largest share in terms of viewership of the channel comes from Mumbai followed by Pune, Kolhapur and Nasik.
Watch the video here