Sony MIX goes on-air on 1st September « Best Media Info, News and Analysis on Indian Advertising, Marketing and Media Industry.

Multi Screen Media is expanding its channel bouquet with the addition of MIX, touted as a pure Hindi film music channel. MIX is set to go on air from September 1, 2011.

Coming from the SET, MAX, PIX and SAB family of channels, MIX, too, promises an expansive library of Hindi film songs spanning all eras. Served through a theme based music playout suiting the need of the hour, these songs set up MIX as a channel where everyone will find their favourites everyday.

Addressing the fact that other channels in the genre carry out comic interstitials to drive differentiation, MIX shall reinforce its brand promise of being a destination dedicated to music by dishing out musical factoids. In addition to the extensive music playout, MIX will maintain its undeterred focus on content by producing packaged shows offering right from user generated content to people profiles executed in the most unmistakably musical fashion.

Moving into the gap created by erstwhile music channels rechristened as ‘youth channels’ and other music channels dishing out non-music content as interstitial programming, the channel is confident that viewers shall enjoy MIX as a channel that remains true to the music genre.

Commenting on the launch of MIX, NP Singh, COO, MSM, said, “We are proud to announce the launch of our music channel - MIX. This latest offering from our bouquet reiterates our commitment to bring the best in entertainment to our audiences. We are confident that MIX will stand out amongst the crowd with its devotion to every kind of music lover and its dedication to serve each music loving group with special programming. MIX is and shall stay true to music.”

Man Jit Singh, CEO, MSM, said, “We are glad as the launch of MIX comes on the heels of our flagship channel SET securing the No. 2 position, and other channels, MAX, PIX and SAB doing extremely well in their respective genres. All the channels from the MSM Network share the same philosophy of best in class entertainment for the viewers, and with our latest offering MIX, MSM Network is looking at achieving a period of exponential growth and sustained development in the coming future.”