MUMBAI: Cira Media made its presence in the music market with the launch of four international music channels in the space namely Clubbing TV, Juke Box, Rock TV and Dancetrippin. However, even three months after its launch the channels are still in the testing phase as the company sources in an investment of around Rs 20-30 crore.

The bouquet of four English music channels unveiled by the company will offer different genres of music including rock, dance, club, pop and more. They are also stated to be having differentiated formats with content ranging from party calendar, interviews, party reports, club footage, in-house content and more.

Keeping the exclusivity of the content in mind, the company has to ensure that the technology and formats are in place and suited to cater to the consumers needs.

Meanwhile, they are also looking out for substantial investment to the amount of Rs 20-30 crore for the entire bouquet. Having approached quite a few investors, the deal is stated to close within the month after which the channels will be officially launched in the market.

Speaking with Radioandmusic.com, Cira Media founder and promoter Pallav Nagar said, “We are still getting everything in place by checking the technology and the formats of the channel in the testing phase. We are also in talks with few investors to source in funding for the channels. Once all of it is in place, we will officially unveil the channel within two months.”

The channels are currently available on cable television across Mumbai, but are undergoing a long testing process. Even after their launch, the channels will be available across all markets on cable. Nagar stated that they are not focusing upon consumer feedback at this point as there is a lot in terms of technical equipments that needs to be sorted out.