CIRA Media has launched four English music channels in India – namely, Clubbing TV, Juke Box, ROCK TV and Dancetrippin. The four channels will run tailor-made and niche content targeted at the youth.
Pallav Nagar of CIRA Media elaborated, “There is, without a doubt, a big resurgence in the demand and consumption of international music in India. On television, however, we have just a handful of channels offering international music and there is need for such customised content. Numerous requisite artists are making headway into India. In due course, we intend to offer our niche music channels as a platform to broadcast their events live so they can reach out fans from all across the region.”
Announcing Aidem Ventures’ appointment, Manish Rach of CIRA Media said, “Aidem Ventures is India’s leading independent media consulting, marketing and advertising sales company. We are delighted to have awarded the mandate to handle the media sales function of our international music channels to them. Aidem has been a specialist in the TV advertising domain and we are looking at capitalising on their expertise with this new arrangement.”
Speaking on the appointment, Vikas Khanchandani, Director, Aidem Ventures said, “As digitisation progresses and more channels are launched, the Aidem sales model makes sense for even more broadcasters. The association will help CIRA Media efficiently and effectively leverage our robust media sales revenue management, while they focus on delivering premium international as well as localised content across the channels.”
Kaushal Dalal, EVP, Aidem Ventures added here, “This is great news for Aidem and with this deal coming through, we now have a more comprehensive package to offer to our advertisers and agencies. From the marketing perspective, this is a good turn for brands and advertisers targeting the urban youth. They can now employ a better channel mix to reach out and engage with their audiences.”
Clubbing TV is a 24x7 channel exclusively dedicated to electronic music, DJ and club culture. Juke Box is a music channel that offers contemporary hits and the best from the last 40 years, the greatest international acts and the most popular European Artists. ROCK TV is a channel is dedicated to rock music, while Dancetrippin is dance music TV channel that delivers exclusive footage from the hottest DJs at outdoor music events around the world. Its main format, ‘DanceTrippin episodes’, are live recorded DJ sessions.