Broadcaster Sony Pictures Networks India (SPN) has launched a youth-focused contemporary Hindi music channel - Sony Rox HD.
This is the second Hindi music channel from the media firm after launching Sony Mix, a standard definition (SD) channel five years ago.
"There were 15 channels when we ventured into the music genre five years back. We wanted to create the most music-centred destination on Indian television and Sony Mix went beyond our expectation," SPN CEO NP Singh told reporters here.
"Building on this experience, we have launched a super premium contemporary Hindi music channel which is youth focused. With this launch, we are geared to take a leadership position in the broadcast of music entertainment," Singh added.
SPN has partnered with Dolby Laboratories for the channel and has also signed up deals with leading labels like T-Series, Zee Music, Sony Music, YRF, Eros Music, UTV-Disney and Tips.
"Mix is like a GEC in the music cluster, which caters to a large segment of the audience. It is something which resonates with more people, while Rox is positioned for the youth mostly in the age group of 15-21 years," said Neeraj Vyas, SPN Senior EVP and business head for Hindi movies and music cluster.
The company will also create original intellectual properties as part of the Rox brand, Singh added.
Asked if the company plans to launch an English music channel, Singh said, "English (music) is a space that we have been looking at for sometime and when we feel that there is an opportunity for us to enter in that market we will certainly consider it but as of now we don't have immediate plans."
In August last year, the company had acquired Ten Sports from Zee for USD 385 million and Singh said it will get integrated into the company in about a month, as soon as they get the regulatory approval.
SPN, which had entered in a joint venture with BBC Worldwide in 2015 to launch factual entertainment channel Sony BBC Earth, said it is expecting to launch it by April and also plans to launch its kids channel.
"Licenses (for Sony BBC Earth) are expected anytime this month and we will launch both SD and HD channels in multiple languages in April. We are also working on launching our kids channel, which should happen in the next four to six months. The kids channel will be organic, local and everything will be produced in India," Singh said.
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