Multi Screen Media (MSM), which currently offers three channels – Sony Entertainment Television, SAB and PIX, is now set to make its presence felt in the music genre as well by planning to launch a 24-hour Hindi music channel.
An industry source has confirmed the development and said that the channel was waiting for the required licenses and would probably be launched by mid-December this year. Meanwhile, MSM is putting a team in place for the new channel and has started hiring people.
There are quite a few players in the Hindi music space, such as Mastiii, 9XM, Music India, MTV and Channel [v], among others. Is there space for new players?
Himanka Das, Vice President, Karishma Initiative, noted, “As far as there is differentiated content, there is space in every genre for new channels.” He further said, “Even in music channels, there is different content, for example, MTV has shows such as ‘Roadies’, while channels such as 9XM have animated characters for entertainment. The audiences would like to experiment with differentiated content.”
On the other hand, Natasha Kapoor, Media Purchases Director, Mediacom, said that it remained to be seen how much the new channel could innovate with its content. “It can either go the MTV way by having youth reality shows or it can go the 9XM and Mastiii way,” she added. She also pointed out that there was no clear market leader in this space for a long time and this trend would continue.
It remains to be seen how the new channel will innovate with its content and what potential it will have to attract audience. However, it’s still early days.