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9XM to hold 2nd on-ground event ‘Laughter Shots’ on 4 Oct

MUMBAI: Bollywood music channel 9XM is firming up its foray into the on-ground events space with a new humour-based event called ‘Laughter Shots’.

Unlike the concert featuring Arijit Singh which the channel had organised earlier this year, ‘Laughter Shots’ will have a smaller scale with comedy as the core.

It will be held on 4 October at the Little Door in Andheri, Mumbai, and feature stand-up act Improv Comedy.

Speaking about the event, 9X Media VP marketing Kapil Sharma said, “9XM stands for music and humour. We have done an event in the music space, and since comedy also plays an important role in 9XM, we thought of exploring this segment through ‘Laughter Shots’.”

The on-ground event will be held once or twice a month. The channel aims to leverage engagement with its viewers through this property by designing special content for its digital channels.

Sharma revealed that a team from the network will be shooting ‘interesting’ moments from the live stand-up act to upload it on the network’s YouTube channel.

“We will not be shooting the entire act, just some small 5–10-minute snippets, and make them available on our digital channel where we can reach out to a larger audience. As of now, there are no plans to bring this content on TV, and humour will be presented on TV through music and the animated characters only,” he explained.

Going ahead, the network plans to host five more events by January at the same venue. Based on the response to the events, the network is laying out a plan to expand ‘Laughter Shots’ to other metro cities as well including Pune, Delhi and Kolkata.

Although entry to the event will require a ticket, there will be provisions for food and alcohol for which the audience will have to pay.

“We are not looking at it from a revenue perspective and are doing it to build our presence on the digital platform. It’s basically a marketing initiative and is not an expensive property. We are hoping to generate good returns in terms of engagement,” Sharma stated.

The event has already roped in Fosters as the beverage partner, and is in discussions with more brands.

The network is also working on more events in the music and humour space, which it will unveil within the next six months.