Business Daily from THE HINDU group of publications
Thursday, Nov 08, 2007
ePaper | Mobile/PDA Version
Business Daily from THE HINDU group of publications Thursday, Nov 08, 2007 ePaper | Mobile/PDA Version |
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Marketing
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New Products & Services Variety - Radio/TV Entertainment channel 9X set for launch on Nov 12 The channel will introduce a special afternoon band by mid-January 2008. Our Bureau New Delhi, Nov. 7 Actors Tanuja and Vinod Khanna, composer A.R. Rehman all make debuts of sorts with 9X, INX Media’s general entertainment channel, which makes its primetime launch on November 12. “We aim to provide complete family entertainment through a distinctive variety of programmes of compelling, world class quality that will connect with viewers instantly,” said Ms Indrani Mukerjea, Founder and Group Executive Director, who has just been appointed CEO in a statement from the company. Actor Vinod Khanna makes his television debut in producer and actor Smriti Irani’s family drama, Mere Apne. Actress Tanuja who starred in such 70s hits as Haathi Mere Saathi, Do Chor, will star in a comedy show, one amongst the four (including a Supriya Pathak-Deven Bhojani starrer) that the channel has for a unique comedy time band at 10.30 p.m. Producer Siddhartha Basu, known for his quiz format shows and KBC, is also producing his first romantic daily drama for 9X. The show has been scheduled for the 8.30 p.m. slot and hopes “it will take it into the ambit of prime time viewing”. Non-fiction fare boasts of a reality show being produced by Endemol India, Mission Ustaad, with A.R. Rahman as the USP. The channel is working with Balaji Telefilms, Synergy Adlabs, Endemol India, Miditech and Wizcraft, amongst other leading production houses, and claims they account for close to 60 per cent of the current primetime TRPs and will be bringing in fresh content to the new channel. The channel will introduce a special afternoon band by mid-January 2008. It also has a kid’s band, Gen 9X, and Bollywood blockbusters band on weekend evening for movie content. Marketing campaignA 360-degree communication strategy for TV stations, radio stations and cinema screens, as well as newspapers has been rolled out. 9X is also being promoted during the India-Pakistan cricket series. “A highlight of our 360-degree marketing campaign is the fact that 9X will also capitalise on the two biggest passions of India: Cricket – Indo-Pak Cricket at that – and Cinema, at a time when the biggest and most keenly awaited blockbusters, Om Shanti Om and Saawariya, are being released,” said Mr Anthony Pettifer, Group Director - Brand and Communications, INX Media. The network is expected to launch a news channel early next year. The board of directors of INX Media has also proposed the name of Mr Peter Mukerjea for the post of Executive Chairman and Chief Strategy Officer, INX Media, said the company in a release. More Stories on : New Products & Services | Radio/TV | Entertainment & Leisure
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