9X Media Group, which runs Bollywood music channel 9XM, has forayed into the regional music genre with 9X Tashan, a Punjabi music channel, that goes on air from August 31, 2011. Brand Harvest has been appointed as the creative agency, while Tycoon is handling on-ground activations and media duties.
9X Tashan will be widely available across satellite and cable homes. The channel will also be streamed live online on its website – www.9xtashan.in as well as on the mobile platform.
Speaking about the Punjabi language market, Punit Pandey, Senior Vice President & Business Head - 9X Media Group, told exchange4media, “It covers Punjab, Chandigarh, Haryana, Himachal Pradesh, Jammu, Noida and Faridabad.”
On the growth path for 9X Tashan, he said that they were targeting to be the No. 1 Punjabi music channel within three months of the launch. In a prepared statement, he added, “Our commitment to offer super hit music and humor to our viewers continues with 9X Tashan. The channel will air the latest and best Punjabi music across all genres - Pop, Romance, Underground, Action, Folk, etc. – interspersed with rib-tickling short episodes of characters created in 3D animation. We plan to create a loyal viewer following with our animated characters similar to that of 9XM.”
Commenting on the launch, Sandip Bansal, Managing Director, 9X Tashan, said, “We are pleased to partner with 9X Media Group and launch a channel that combines the traditional and modern sounds, coupled with the vibrant colours of Punjab. 9X Tashan has an up-tempo, vibrant, happy and humorous personality. I am confident that viewers will enjoy watching 9X Tashan.”
Meanwhile, 9X Tashan already has on board both corporate brands and local advertisers. According to a 9X source, some of the biggest clients on board include HUL, Britannia, and Hero Moto Corp, among others. Meanwhile, Samsung and Streax Hair Color have been roped in as on-air and on-ground brand partners.
For promotions, a radio, print and outdoor campaign is breaking on August 31 to coincide with the channel’s launch. A series of on-ground activities is also being carried out that encourage people to ‘Dikha Apna Tashan (attitude)’.
9X Tashan will also have a theme song which has been recorded with some of the most well-known singers and musicians from the Punjab region. The foot-tapping number, titled ‘Tashan… Yaaran Da’, has been recorded by leading singers including the Wadali Brothers, Jaspinder Narula, Inderjeet Nikku, Nachhatar Gill, Feroz Khan, Jaidev Kumar, Sardool, Sikander, Sherry Mann, Kamal Khan and Diljit Dosanjh. The music has been composed by Jaidev Kumar with lyrics by Baljinder S Mahant, Programming Head for 9X Tashan.
The channel will also air a series of humorous animated shows presented by animated characters such as Bade-Chote, Bhabi, Falli-Balli, and Ullu Da Patha, who are part of the 9X Tashan Gang. The Gang will entertain viewers with jokes, interesting anecdotes from Punjab, and exciting trivia.