Southern Spice Music, which was launched on April 14, 2001, completes three years of operations. It has its base in Chennai and telecasts songs – film and non-film round-the clock from all South languages, English and Hindi. It provides a South-specific channel airing music and entertainment for the youth on the same lines as the other music channels that cater more to the North and West of India, with a programme-mix of International, Tamil, Telugu, Malayalam, Kannada and Hindi.
Nischal Kumtakar, Head of Sales and Marketing, SS Music, said, “We are extremely delighted to celebrate our third anniversary today. We have come long way from our initial launch and are now rated as the No.1 music channel of South India.”
The channel had a complete change in look after a year of its launch. This provided a boost to the viewership. Initially the objective of the channel was to push SS Music as a brand and now the focus is to compete with the other players to claim the number one slot.
Kumtakar said: “The high point for SS Music came when the Press compared SS Music with MTV and Channel V within a year of the launch of the channel. This gave good recognition and boost to the channel and was an achievement by itself. The channel created a new genre of music by being the only multi-lingual music channel in India playing music in English, Tamil, Telugu, Malayalam, Kannada and Hindi. ”
SS Music bagged the Silver Award for Media Innovations at the Spark 2004, The 27th Annual Advertising Club Awards held in Chennai recently. This award was given for the highly rated innovative programme Virtual Request. According to Kumtakar, “Virtual Request is one of the first innovative programming initiatives of SS Music for all the music lovers in South India. The award is a major boost to the innovative and interactive programming in the channel. We have been able to come this far due to the support and association we have got from all the clients like Hero Honda, Nokia, Pepsi, Coke, Sand Piper, Tic Tac, ITC Foods, Motorola, Thomson TV, Harmony, Shaadi.com, Airtel, Cadbury’s, J&J Acuvue Lens, Bausch & Lomb, Streetwear, Chennai Silks, Indo Nissan, TTK Healthcare, Bagpiper, TTK Prestige and others, who have started patronizing the channel and are working closely with us.”
Distribution has been strengthened and SS Music claims to have 96% connectivity in South India, with availability of the channel in other parts of the country, which includes Mumbai, Delhi, Calcutta and other cities. The channel plans to grow further by coming up with more events, action-packed programmes, awards ceremonies, on ground events, music talent hunt, college festivals, inter collegiate competitions, rock competitions, in the future. The new areas of concentration would be new and interactive programming using video–conferencing, live programmes, SMS based programmes, music quizzes, etc.
Kumtakar adds, “The channel has recently completed all the four rounds of its VJ hunt and it was a huge success. It connected very well with the youth audience in the South and we got around 20,000 registrations across all four states. We are all set to launch the new VJs by the end of April, right in time for us to start our new programmes.”
Expressing happiness over the SS Music’s success, Kumtakar said, “We congratulate our programming team for doing an excellent job by making use of their creative talent and making the channel so widely accepted. We are also thankful to all our advertisers who have helped us grow to the level we are today.”
Our typical marketing budget is usually 10 per cent of the topline spend