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Southern Spice; Regional music channel expects national advertisers

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Southern Spice; Regional music channel expects national advertisers

As it completes its first year of operations, Southern Spice Music, a music channel serving a pot purée of film and pop music from the four southern states is wooing advertisers hard. And it expects them to pay attention, soon.

According to Suresh Chandran, Head Ad Sales, SS Music, “Since the channel is positioned as a youth oriented music channel, much of the focus will be on getting youth brands.” The channel is expecting national advertisers like Nestle, Videocon, Britannia and a few others to begin campaigns. Channel is also in talks with leading youth brands like Pepsi and Coke. The channel is also creating events to lure advertises early.

Launched on the 22nd of August 2001, though an English channel, much of the content is south based, with a sprinkling of International tracks. Shares Suresh Chandran, “ 40% of the content is Tamil language based, 20% is Telugu based, and 20% is Malayalam and Kannada music.” Some of the popular shows are Phonetastic, FIR, Say to Play, Time- Out, Loaded and Spice Jam. The channel is creating special programming for the festive season round the corner.

Though criticized by many for programming ‘inspired by MTV’, some explained that SS Music had its advantages, being a focussed regional channel.

The management is happy with the progress so far. Claims Ramesh Babu, President, SS Music, “In terms of reach, SS Music is number one in Chennai, when compared to other music channels.” With a film and music freak audience that southern states have to offer, Babu is hoping for good times ahead.


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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.