Rebecca Hawkes ©RapidTVNews | 31-08-2011
A music TV channel called Mix, from Multi Screen Media (MSM)-owned Sony Entertainment TV, is due to launch across India tomorrow (1 September).

“A music channel is a natural progression for Sony as we now have two strong Hindi general entertainment channels in the network,” NP Singh, chief operating officer, MSM, told

“Though music channels are predominantly youth focused there is a secondary TG [target group] of 25-44 years audiences, which is largely underserved. We will have 30% of our content for the secondary TG. We have cleverly divided the content in different day parts and will serve music which will enhance the mood of the hour,” he added.

With a back catalogue of over 3,000 tracks, Mix intends to grow the audience for music channels in India – which it currently places at around 25 minutes per week for the average viewer.

“On average, other music channels play around 250 songs per month, while Mix will play 750,” Neeraj Vyas, executive vice president, Mix, is quoted as saying in “Our content is much more than what others play or show.”

The last channel launch from the Sony stable in India was Pix – with its English language movie menu – back in 2006