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9XM to launch ad-free music block

MUMBAI: A two-hour, ad-free block on a music channel? Well, Bollywood music channel 9XM is experimenting with this as it attempts to drive in more audiences in the late night band.

9XM is collaborating with DJ Chetas to create a special two-hour, ad-free music block ‘9XM House of Dance’.

Launching on 20 December, the block will air from 10 pm to 12 midnight on Friday and Saturday, featuring Bollywood mash-ups/ remixes of popular dance numbers of different eras.

While the late-night block is an ad-supported, back-to-back music block on most channels, 9XM is attempting a first by having a completely ad-free block.

Amar TidkeWhen asked about the monetisation strategy, 9XM chief programming officer Amar Tidke told, “We will ensure monetisation through brand associations and innovations around the property.”

He added that the show is built on the idea of a DJ belting out hits without any breaks to provide a seamless experience.

“The show format itself is a clutter breaker and a first of its kind on music television. There are various interesting innovations that will surely excite our advertisers,” he said.

The music videos of the songs have been specifically edited and mixed along with the audio, keeping in mind the seamless integration between tracks.

The rights to the tracks being remixed by Chetas will lie with music labels T-Series and Sony Music which have come on board for the show.

Tidke added, “The show has the look and feel of a house party and we have rightly timed it with the festive season to drive the content further. Everyone who is into house parties these days can switch on the TV now to enjoy ‘House of Dance’.”

The show will be promoted through print, on-ground and radio activations. As part of a special promotional initiative, the channel has tied up with 100 clubs across 10 cities including Mumbai, Delhi, Gurgaon, Noida, Pune, Kolkata, Jaipur, Goa, Indore and Bhopal, where the remixed playlist will be live-streamed. On a Saturday every month, DJ Chetas will also visit one club in each city to play live music.

This month DJ Chetas will perform at Club Royalty in Mumbai while next month he will visit Delhi, followed by Kolkata.

“We will promote the show and the gigs heavily across mediums. We will also distribute passes to fans. The idea is to promote the message that from 10 to 12 on Friday and Saturday night, Bollywood music fans can get the best music from TV on 9XM,” stated 9XM VP marketing Kapil Sharma.

9XM will also promote the music block across digital and social media platforms. It will conduct various contests on Facebook and Twitter to enable fans to win free passes for the gigs in their city.

Bollywood music fans can get all the information about the on-ground promotions and various parties in their towns on a dedicated web destination created for the show.

9XM is launching a unique application for Android users to keep them updated on the ‘House of Dance’ parties in their respective cities. The app will also stream the ‘9XM House of Dance Party’ experience live on their mobile devices.