The music channel domain has been seeing some action in recent times. Close on the heels of the launch of Music India, film production and distribution company K Sera Sera, too, has forayed into the domain with its new music channel ‘Lemon’.
Parag Sanghvi, the channel’s MD, said, “Lemon will showcase and celebrate music based entertainment to the masses. It is a 360-degree cut on music – music that has arrived as well as that which is inspired.”
Suguna Narayan has been appointed as the CEO of Lemon. She brings with her a vast experience in media ranging from print to radio to television, with stints in Time Out, Sony Entertainment Television, UTV and Times FM. With several such successful launches sprinkled right through her career, she sees Lemon as yet another challenge in the ever evolving media industry.
“We’ve put together a dynamic team from different streams, bringing together their unique skill sets and perspectives. It’s a sure shot way to make Lemon a success,” she said.
Prachi Singh has been brought in as Chief Creative Officer. After several Abbies, Effies and international awards and after handling advertising creative for a whole gamut of mega brands with agencies including Lowe and Saatchi & Saatchi, Singh does a shift in focus. “Ideas rule the world, every world. But here in Lemon, creative can transcend all boundaries,” she said.
Pradeep Chak is the new Marketing, Strategy and Sales Head. He has a diverse experience of over 14 years in the media industry spanning journalism, corporate communications and advertising. He was previously VP, Euro RSCG India, in Mumbai. Commenting on the new channel, he said, “It is targeted at the recreated India, brought about by the young Indians, aged 15-35 years, who believe that they have created this flourishing economy, breakthrough avenues and new paradigms of life. And who can be reached out uniquely, through integration of films, television and brands for high impact planning.”
Lemon attempts at a fresh look and new content and stylisation. The programming spectrum includes music in its various avatars. Initially, the programming would revolve around refreshing repackaged music followed by countdowns, anchor based shows, reality shows, contests and interactive programming.
The programming strategy lays a lot of emphasis in tapping untapped and uncharted programme territories, which will eventually become the hallmark of the channel itself. These include music and entertainment showcasing the latest and best songs, profiling of musical entities, creating musical awareness, etc. Anchor-based shows like countdowns, chartbusters, classics, etc. packaged and differentiated at the content level itself, in order to make them more enticing and engaging to the viewer. Reality shows aimed at providing unavailable platforms for aspiring artists in Bollywood.
Lemon’s distribution currently covers 50 per cent of satellite television homes and aims to cross over 80 per cent in the next few weeks. Lemon identifies a unique marketing tool and brings together an integrated approach to marketing by bringing together three media vehicles, Bollywood, television and brands.
This project is driven on the vision of Sapna Chaturvedi, MD, Eternal Dreams, who has taken up the task of making Lemon the turnkey project for K Sera Sera.