SS Music is strengthening its programming and packaging to consolidate its channel positioning in the South. Revamp strategies include new programming, packaging, and a televised talent-hunt, titled ‘Voice Hunt’.
Connect – a new programme launched a month ago that has been showing good response and is now the second top programme in the SS Music charts. ‘Hot Hotter Hottest’ continues to remain in the top slot. Says Bryan Peppin, “ We are leaning more towards technology-based programmes which enables us to interact with our audience better. ‘Connect’ is one such programme that enables the viewer to interact with our VJ face to face, in a manner of speaking through video conferencing. This also enables our audiences to have a more direct connect with our VJ Shriya, compared to her earlier show ‘Phonetastic’, which was a call-in show.”
‘Phonetastic’ has been taken off air to provide room for new shows and also since the other call-in show ‘Reach out’ with VJ Craig was faring better on the charts. ‘Connect’ has been brought about with a tie-up with Sify iways across South India.
Designed to be slick and catchy, the SS Music promos like the stick figure dances and farmer woman snippets suggest a distinct local flavour. Remarks Peppin, “ We want to retain the unique aspect of SS Music in terms of programme content and package and promote it in a professional way to capture the international feel while viewing.”
So what is the channel doing to promote local talent and showcase Indian music in English? Responds Peppin, “It is one of our prime objectives to promote local talent and our programme ‘Spice Jam’ covers live entertainment all over South India and this makes an active contribution to the growth of Indian rock in the South. Our upcoming televised event ‘Voice Hunt’ is a talent hunt show that aims to put together the best talents from various fronts to form a band that will then record an album, which will be marketed and distributed by Sony Music.” The talent hunt is sponsored by Fanta and associate sponsors are Sand Piper and Lawman Jeans.
SS Music is also coming up with vignettes with a span of 3-5 minutes throughout the day at appropriate intervals. The first of this series of vignettes is a spoof titled ‘Filmtastic’, featuring different superstars from the four southern states. The cine stars are dressed like superman and are all out to get hold of Dr Censor who is holding an item number dancer captive. A contest is to be announced when this episode comes to an end, asking viewers to come up with script ideas for vignettes. The best of the lot will be shot and aired and the winners will get to have their photos flashed in the SS Music website along with the scripts.
A new music show titled ‘Launch Pad’ will go on air in July. The programme will showcase young music talent and will be a competition show that promises to be different from the run-of-the-mill kind. ‘Sounds Good’ will also go off air and will be replaced with a new programme that will have a song-mix of recent hits and evergreen hits. Speaking on other aspects of the revamping activities, Peppin says, “We will also be looking at launching some niche programming in July and it will be a big month for us with all plans falling into place.”