MUMBAI: In a bid to climb up the TRP ladder, MTunes HD, pure Bollywood Hindi music channel from the bouquet of Pioneer Channel Factory Ltd, is recently undergoing major organizational shifts and introducing new properties.
Planning to survive on the back of high-definition (HD) quality and back-to-back music, the channel launched in August last year. Inspite of its competitors focusing more on non-music content, the channel is determined to satiate the appetite of music viewers.
Three- Four months back the music channel had launched a show titled ‘Kal ka Superhits’ that features exclusive and unseen making of Bollywood music videos. The show showcases latest chartbusters with behind-the-scenes footage allowing viewers to experience the song much before its official video release. Within a short span, the channel announced yet another programming innovation ‘Alter Native’. The property features regional and non-Hindi music for music lovers from the Hindi speaking markets. It brings to screen songs that have attained a cult in their respective regions and music that cuts across the language barriers. The songs have been selected from an extensive library of songs spread across major languages.
Hoping to turn the tables on the ratings board, MTunes hasrecently made a change in its organizational structure with the appointment of Sunil Sahjwani as the group creative director. He said, “Ever since the dawning of music in television, I have witnessed genres evolve, adapt and change. With countless mediums for consumers to access these varied genres, my goal is to make MTunes a cut above the rest, to become the first and last word in music to the music lovers from all over the country.”
Sahjwani who was appointed earlier this month, has replaced Kalyanasundaram who served the organization ascreative director for about 10 months. Speaking about his appointment, Sahjwani said, “Needless to say, the entire team here at MTunes, along with myself, have already begun to feel the change, and before you know it our viewers will begin to stop simply listening and will begin to feel the music.”
Prior to this appointment, Sahjwani was chief creative officer at Reliance Broadcast Network Limited and was involved in the programming of its 45 radio stations. He has also been responsible for launching Radio Mirchi stations across India. With over nine years of experience Sahjwani has set up and handled some of the leading broadcasters, advertising agencies, radio stations and film houses like Percept Picture Company, Times of India, UTV Bindaas, Zoom, Channel V and Star Plus amongst others.
“Our strategy is to get into the mind of the listeners with mood mapping and knowledge of the multi-platform music consumption patterns and most importantly dynamically analyzing the current trends and fads, whilst strategically crunching numbers. With this knowledge, understanding and passion, there is no doubt in my mind that MTunes is ready now more than ever before, to make music something for all the senses. Music lovers do not just love music for the sake of doing so, they do it because they believe that they can feel the music,” he added.
Pioneer Channel Factory Ltd had also appointed Saravanan P as chief executing officer for the network in March 2012. The network currently has in its portfolio two music channels, MTunes HD and Music Xpress. Promoted by Kishore Mohatta, the man behind Sanskar TV, the channel is hoping to steal a march over other well entrenched rivals.
MUMBAI: In a bid to climb up the TRP ladder, MTunes HD, pure Bollywood Hindi music channel from the bouquet of Pioneer Channel Factory Ltd, is recently undergoing major organizational shifts and introducing new properties.
Planning to survive on the back of high-definition (HD) quality and back-to-back music, the channel launched in August last year. Inspite of its competitors focusing more on non-music content, the channel is determined to satiate the appetite of music viewers.
Three- Four months back the music channel had launched a show titled ‘Kal ka Superhits’ that features exclusive and unseen making of Bollywood music videos. The show showcases latest chartbusters with behind-the-scenes footage allowing viewers to experience the song much before its official video release. Within a short span, the channel announced yet another programming innovation ‘Alter Native’. The property features regional and non-Hindi music for music lovers from the Hindi speaking markets. It brings to screen songs that have attained a cult in their respective regions and music that cuts across the language barriers. The songs have been selected from an extensive library of songs spread across major languages.
Hoping to turn the tables on the ratings board, MTunes hasrecently made a change in its organizational structure with the appointment of Sunil Sahjwani as the group creative director. He said, “Ever since the dawning of music in television, I have witnessed genres evolve, adapt and change. With countless mediums for consumers to access these varied genres, my goal is to make MTunes a cut above the rest, to become the first and last word in music to the music lovers from all over the country.”
Sahjwani who was appointed earlier this month, has replaced Kalyanasundaram who served the organization ascreative director for about 10 months. Speaking about his appointment, Sahjwani said, “Needless to say, the entire team here at MTunes, along with myself, have already begun to feel the change, and before you know it our viewers will begin to stop simply listening and will begin to feel the music.”
Prior to this appointment, Sahjwani was chief creative officer at Reliance Broadcast Network Limited and was involved in the programming of its 45 radio stations. He has also been responsible for launching Radio Mirchi stations across India. With over nine years of experience Sahjwani has set up and handled some of the leading broadcasters, advertising agencies, radio stations and film houses like Percept Picture Company, Times of India,
UTV Bindaas, Zoom, Channel V and Star Plus amongst others.
“Our strategy is to get into the mind of the listeners with mood mapping and knowledge of the multi-platform music consumption patterns and most importantly dynamically analyzing the current trends and fads, whilst strategically crunching numbers. With this knowledge, understanding and passion, there is no doubt in my mind that MTunes is ready now more than ever before, to make music something for all the senses. Music lovers do not just love music for the sake of doing so, they do it because they believe that they can feel the music,” he added.
Pioneer Channel Factory Ltd had also appointed Saravanan P as chief executing officer for the network in March 2012. The network currently has in its portfolio two music channels, MTunes HD and Music Xpress. Promoted by Kishore Mohatta, the man behind Sanskar TV, the channel is hoping to steal a march over other well entrenched rivals.
