MxMIndia

Tag: 9XO

  • Luke Kenny talks to MxMIndia about the recent 12-O-thon, and other initiatives from 9XO

    9XO will always be ON: Luke Kenny

    By Johnson Napier

     

    The recently concluded 12-O-thon initiative undertaken by music brand 9XO ended up being a satisfactory experience for the channel. While it worked its way in generating huge traction on the social media platform, the initiative also aided in ramping up viewership and time spent on the channel, thereby doubling the numbers with regards to similar channels in the market.

     

    Luke Kenny, Head of Programming, 9XO responds to queries from MxMIndia on the initiative and what’s in store from the channel going forward.

     

    1. What was unique about the 9XO 12-O-thon initiative that was organised by your channel? How would you describe the end response to the initiative?

     

    The 12-O-thon was a collation of the best popular songs of the year that were classified into 12 distinct genres for easy reckoning for the audiences. With a singular viewing of the genres one would be brought abreast with all that was popular in international music for the year 2012. Creatively it offered a great peg on the number ’12’ as well.

     

    The response was extremely positive, generating huge traction on all our social media and for the week of its run, it ramped up viewership and time spent on the channel, doubling our numbers with regards to similar channels in the market.

     

    2. How do initiatives such as these help a channel gain viewership traction and merit favour from advertisers too?

    Initiatives such as these and many others that have rolled out in the past year have resonated well with the audiences as they see a welcome return to the simplistic experience of music viewing with programming surprises thrown in from time to time… they see that we go beyond wallpaper programming and are creatively shaping and moulding the music viewing experience with such programming curations, which in turn resonates with advertisers as well, because those very advertisers are our consumers as well! So it works as a dual purpose, they see the possibilities which have potential as their respective brands are also targeting the youth database which is in an international space.

     

    3. How do you ensure that an offline promotional activity (as and when you engage in them) works seamlessly and gets in the desired result as with on-air? Any successful examples that come to mind…?

    Since the time we have launched, everything that has happened on air, has been simultaneously plotted in the offline space. Be it on ground via campus festivals, concerts to the social media properties that engage feedback and participation. The very recent example is of the ‘Shoot The Music’ activity done in association with Instagram. This is a music photography contest where contestants are supposed to take a pic related to music and nightlife and upload it on Instagram and hashtag it with #9XOmusic. The winners stand a chance to win iPhone 5 and Sony headphones. We launched the Contest at IIT Bombay’s youth fest – Mood I and was activated at all the recent 9XO on ground events such as New year parties at Shiro, Canvas, Ghost, Liv, Chival, Tryst, Baroke. The contest was promoted through On Air Astons / promos / digital media (FB / Twitter / website).

     

    Besides this we have been regularly associating with prominent youth festivals including Malhar (St. Xavier’s College), IIT Delhi cultural festival, Neev (Pune Symbiosis College), etc.

     

    4. What are some of the new programming strategies that have been drawn up by your channel for 2013?

    Three things that we are definitely committed to are, is the constant discovery of new music, the breaking of non-English language international hits, and the prolific support to Indian Independent musicians who sing in English. You will be seeing some new initiatives that will roll out in the course of 2013.

     

    5. How do you see the Indian music channel market panning out in the next one year? Where do you see yourself in the leadership mix?

    Well I would like to think that a lot more investment will be made in the live music space. It has already begun in some ways but it has yet to achieve business logic. With regards to 9XO, I believe when it comes to a viewer who is looking for a complete music experience and if the viewer also happens to be a musician, then we will be a singularly complete support system for his/her art.

     

    6. What is your take on brands that tend to get complacent once they attain leadership status? How do you ensure that you remain a cut above the rest without leaning too much on celebrities or marketing wizardry to do the job for you?

    With India being a dynamic and volatile market anyway, I doubt any brand is anything but complacent. Similarly I look at the music world, where there is always something new happening in every way and all of that is led by the consumers and the creators, they are the true celebrities and wizards, and as long as I remain in their minds… 9XO will always be on!!

     

  • In our 'Getting Personal' series, media practioners tell us how they unwind. This week it's Luke Kenny, Head of Programming, 9XO

    How I Unwind: Luke Kenny

    Luke Kenny

    I would like to humbly consider myself one of those rare lucky people who gets to do what they love, in the sense that my work is my passion. So, as one may know, on a daily basis I work closely with Music and Films, being a contributory entity to both these fields in various ways for the past two decades.

     

    Now in an age where film and music are the national pastimes, and a majority of the population use these two avenues as a ‘winding’ down technique, where does that leave me? On the one hand Music and Films are my passion and on the other hand they are my work as well.

     

    So when the day is over (which in Mumbai city it never is) and I want to relax… I do it by listening to some music that I haven’t heard in a long time, or catch up with the latest films and TV shows.

     

    Reading is also an interest, so books about film and music enter my mind space. Of course, I do love a good fiction story as well.

     

    I love silent cinema, so I find a strange calmness in just sitting back and watching the images unfold in front of me while an appropriate soundtrack is unfurled.

     

    The company of animals is also a great pacifier, The two cats that share my space act as a great deterrent from the chores of the day and are absolute family to me.

     

    And at the time when the weekends roll around the city beckons again, the company of friends and dinners and dancing and music brings me back to the world of work and passion in equal measure.

  • 9XO, the international music channel from the 9X Media Group, has launched a comprehensive international music store online called www.9xo.56060.in

    9XO launches online music store and WAP Portal

    By A Correspondent

     

    9XO, the international music channel from the 9X Media Group, has launched a comprehensive international music store online called www.9xo.56060.in. This is the second online store by 9X Media Group which has earlier successfully launched a Bollywood music store for 9XM. Besides www.9xo.56060.in, 9XO has also created a WAP Portal to download Videos, Wallpapers, Ringtones and Audio Packs.

     

    9XO in association with Techzone — aggregators, developers, publishers and distributors of entertainment content, boasts of an enviable collection of the best of international music. This online music destination will allow music lovers to stream as well as download the audio content of their favourite international music.

     

    Speaking on the initiative, Vibha Gosher, Sr. VP, Digital, 9X Media Group, said, “We are extremely pleased to partner with Techzone for this initiative. In India, International music is seldom promoted in comparison to other genres of music content. Despite of this, the consumption of international music on mobile is almost five to seven per cent of the overall music content in the country. In the age of smart phones and tablets, great content, at an affordable pricepoint powered by robust technology is a sure formula to make a significant footprint in the Music industry. The availability of a large repertoire of international songs on the store will definitely make it the preferred destination for international music enthusiasts.”

     

    Thrilled about the tie-up with 9XO, Naveen Bhandari, Director of TechZone says, “We are glad to be associated with 9XO in creating this online web store. Techzone is the only player in India that has presence in the international music market and captures majority for mobile. Our users are mobile and internet savvy and the online store is a part of our efforts to make the entire gamut of international music available to consumers legally and at a very affordable price. We are sure to delight our users with the large library of songs and video titles available through our online store.”

     

  • Launched in July 2011 at Mehboob Studio, Live from the Console provides emerging music bands an alternative platform to showcase talent and for music fans to discover new music

    Live from the Console goes national with 9XO

    By A Correspondent

     

    Live from the Console, a Day 1 (Sony Music Independent) and Oranjuice Entertainment initiative has now got a national platform on the international Music channel, 9XO.

     

    Shridhar Subramaniam, President – Sony Music EntertainmentIndia&Middle Eastexplained: “What began as a humble exercise to present new bands with an alternative platform that brings about music discovery has now gone national. We’re thrilled to partner with 9XO to promote musicians and independent music to an all new level. Going beyond Mumbai, this year Console edition will also be launched in Kolkata and a few other cities.”

     

    Launched in July 2011 at Mehboob Studio, Live from the Console provides emerging music bands an alternative platform to showcase talent and for music fans to discover new music. These emerging bands will get an opportunity to showcase their talent on a national television channel through this association with 9XO.

     

    Speaking of the association Mr. Luke Kenny, Programming Head for 9XO said: “We are delighted to be associated with Live from the Console, which highlights the independent music talent inIndia. This association with the event will bring to the fore talented artists out there playing original music and give them the national recognition that their music merits.”

     

    Mr. Owen Roncon, Managing Director – Oranjuice Entertainment said: “It’s great news for artists as they usually don’t get any national recognition, and with our association with 9XO, we are sure thousands of people will be able to appreciate indie artists and their music”

     

    Live from the Console is a collaborative effort between Day 1 – a Sony Music Independent and Oranjuice Entertainment. It aims to gives new bands and fresh music talent an alternative platform that puts music first while bringing together like-minded people.

     

  • 9XO is the sixth music channel from the 9XM group and will air contemporary and non-stop English and international music

    9XM launches international music channel 9XO

    By Shruti Pushkarna

     

    9X Media Pvt Ltd has launched an international music channel called 9XO today. 9XO is the sixth music channel from the 9XM Group, which at present runs a popular Bollywood music channel 9XM, a Punjabi music channel 9X Tashan, Marathi music channel 9X Jhakaas, Timeless Bollywood Hits channel 9X Jalwa and 9XM-UK which is available on the Sky Digital Platform.

     

    Luke Kenny

    Speaking to MxMIndia on the launch of 9XO, Programming Head for 9XO, Luke Kenny said: “Till date there has never been a 100 per cent pure international music television channel. With 9XO, we are bringing the music video experience back full circle to the way the audience likes it, uninterrupted…with no non-music programming whatsoever.”

     

    Said Punit Pandey, Sr. VP and Business Head, 9X Media Pvt. Ltd: “Post a series of successful launches across the regional and Hindi markets and the launch of 9XM in the United Kingdom, we are pleased to present 9XO – an international music channel. The urban youth in India clearly feels the need of a platform that delivers international music in a great audio visual format. With 9XO, we believe that we address this need gap by airing the best of English and international music.”

     

    Talking about the programming content on 9XO, Mr Kenny said: “9XO will air contemporary and up-tempo English and International music. The channel’s programming lineup comprises fresh and innovative segments such as O-Vid, Who Dat, Wotta Song, Hot Sh*t and Out There, among many others, which will showcase hit international music cutting across genres, themes and artists.” The channel is targeted at the upscale urban youth.

     

    Speaking of the differentiating factors of 9XO, Mr Kenny told MxMIndia: “The resurgence of Indian artists and bands playing English music has encouraged us to introduce a unique platform on 9XO called OmeGrown. The platform will highlight Indian talent and will bring to the fore the multi-talented youth who are pursuing English music and its sub-cultures in creative ways. The global explosion of EDM (Electronic Dance Music) will find a special place on the channel on weekends giving the dance music audience their very own house party experience. BYOB (Bring You Our Beats) is an uninterrupted flow of all the hottest dance hits from the biggest global DJs. All you have to do is leave your TV tuned to 9XO and dance!”

     

    Another differentiating factor of the channel will be its packaging, added Mr Kenny. He said: “9XO’s channel packaging has been designed using pop-art influences and elements with a layer of humour and attitude which would delight our target group. We are convinced and confident that the channel will receive a great response and will become the ultimate destination for international music.”

     

    Talking about how 9XO will differentiate itself from existing international music channels (like Vh1), Mr Kenny said: “Apart from no non-music content, there will be no music blocks that ‘block’ the rotation of hits that will be programmed. The commercial breaks will be substantially lesser than the traditional formats. And there will always be a song that everyone likes playing at any given time. A dedicated channel website will offer opportunities for the social media generation to generate and share their own playlists, music and humour content as well.”

     

    9XO has also launched its official website, www.9xO.in simultaneously with the on-air launch. The website will engage the users with a series of innovative sections such as O-BOARD, LAUGH-O-RAMA, and so on. O-BOARD will encourage the youth to create their own playlist with their selected songs and share it with other users. There will also be a special college playlist section, where students from various colleges all over the country can create their own college playlists and publish the same on the website. LAUGH-O-RAMA will provide a platform to Indian comedians to showcase their talent and get internet users to rank them.

     

    Speaking of the launch campaign, Mr Kenny confessed that there were no big gigs planned around the launch. He told MxMIndia: “We would like our audience to discover the channel currently and would look at a 360 degree marketing campaign at a later stage comprising ATL and BTL activities targeting multiple touch points.”