RadioandMusic
| 21 Jan 2022
IN10 Media set to launch youth-centric music channel

MUMBAI: IN10 Media will soon be launching a music channel Showbox - a one-stop destination for music lovers, and musical entertainment. It is a network with diverse offerings in the media and entertainment sector, including brands like EPIC TV, EPIC On, Juggernaut Productions, and DocuBay.

Commenting on the latest offering from the IN10 stable, IN10 Media managing director Aditya Pittie said, “At IN10, we aspire to create brands with innovation and disruption at their core, and we are excited to have Showbox on our shelf. It is a distinct offering in the current music entertainment landscape, with a clear and fresh positioning. As CEO, Rajiee M. Shinde has the perfect mix of insight and imagination to give wings to the vision of Showbox, and we are confident she will exceed expectations.”

Commenting on the new music channel, Showbox CEO Rajiee M. Shinde said, “Indians have an immense love for music, be it from Bollywood or in our spoken languages. Our appetite for music in all forms is inexhaustible, and there is a huge demand for music and entertainment content in Tier 2 and Tier three markets. Television penetration in these markets is rising, and an average viewer spends about three-and-a-half hours a day watching music channels on television. We felt there is a need for a platform that delivers local music in a great audio-visual format, and is a showcase for independent music artists, and young talent. With the launch of a versatile platform like Showbox, we will be able to address this segment.”

In a stagnant playing field where music channels have become predictable and programming rigour has plateaued, Showbox promises a unique desi twist in its content offering.

With a conscious initiative to provide a platform for local music and independent musicians, Showbox boasts of an innovative content line-up in Hindi, Punjabi, Haryanvi, and other Indian languages that along with music, includes Bollywood news, latest movie trailers, quirky interviews, unplugged music, updates on reality music shows, and much more. With a laser sharp focus on the youth as the core target audience, it aims to push the boundaries of quality entertainment.