MUMBAI: Cira Media, provider of content across TV platforms in India,  has ventured into international music space with four English music channels namely, Clubbing TV, Juke Box, Rock TV and Dancetrippin.

The channels will run tailor-made niche content targeted mainly towards the youth. The company also aims to launch television brands with International and localized content to affiliates and operators across India; facilitating distribution across cable, DTH, IPTV and mobile platforms.

Cira Media founder and promoter Pallav Nagar said, “Indian youth is becoming increasingly aware of consuming international trends through platforms like the Internet. This can be seen from the fact the Vevo – the leading online International music destination ranks seventh amongst the most viewed YouTube channels in India. Besides, we have also seen an upsurge in the number of solo concerts, tours and International music events in India. On television however, we have just a handful of channels offering International music and there is need for such customized content. In due course, we intend to offer our niche music channels as a platform to broadcast their events live so they can reach out to fans from all across the region.”

Clubbing TV is stated to be the first 24/7 channel exclusively dedicated to electronic music, DJ and the club culture. It will feature content like music videos with different thematic, club reports from clubs and dance floors worldwide, interviews with the international DJs and exclusive video shows. The channel will run exclusive electronic music content sourced from artistes and labels across the world, through its association with major festivals including Amsterdam Dance Event, International Music Summit in Ibiza, Barcelona Summer Week and more.

The second music channel Juke Box will offer contemporary hits and the best from the past 40 years, comprising of greatest international acts and the most popular European artistes. It will play classic composition and new hits ranging across the 70s, 80s and 90s; to current sensations like Rolling Stones, Robbie Williams, Eminem, The Black Eyed Peas, Tina Turner and Lady Gaga amongst others.

Rock TV, the third channel from the stable is completely dedicated to rock music and similar genres like rock and metal, alternative, indie, goth and punk. It will feature songs from artistes like AC/DC, U2, Nirvana, Rammstein, the Arctic Monkeys and more.

The dance music channel Dancetrippin will present music aficionados with exclusive footage from renowned DJs from various outdoor music events from across the globe. Its main format is based on the ‘DanceTrippinepisodes’ that are live recorded DJ sessions straight from the DJs mixer and see the real time synced video from many cameras. Renowned DJs like Armin Van Buuren, Carl Cox, Roger Sanchez, Groove Armada, Fedde Le Grand and more will feature on the show.

The company has also recently appointed Aidem Ventures as its sales partner for the respective channels.

Aidem Ventures director Vikas Khanchandani said, “As digitization progresses and more channels are launched, the Aidem sales model makes sense for even more broadcasters. The association will help Cira Media efficiently and effectively leverage our robust media sales revenue management, while they focus on delivering premium international as well as localized content across the channels.”