regional broadcaster, Raj Television Network, is planning to launch a total of six music channels in various languages in the next six months. The first off the line is called Raj Musix and is targeted at a Tamil audience. It will be launched on January 23. The other channels will be launched in Kannada, Malayalam, Telugu and a mix of English and Hindi.
Viveck Vaidya, associate vice-president, Raj TV Network, says Raj Musix will be positioned as an upmarket music channel targeted primarily at youth in the SEC A and B segments. But the channel will also be programmed to address the viewership and listenership needs of the family as a whole. The objective behind launching the channel is to exploit the upmarket music potential of the Tamil market. Like MTV and Channel [V] dominate the niche music segment in North India, Raj Network wants to dominate the regional markets.
The Raj TV Network also has plans to launch an English channel, which will include programming that is a mix of the music and lifestyle genres, but Vaidya would not divulge any further details.
Grey Worldwide Chennai is promoting the Raj TV Network channels in the city. Vaidya did not confirm whether Grey was also promoting Raj Musix. The marketing plan for the channel includes 360 degree promotions in the Tamil Nadu region. The media mix includes print, television, outdoor advertising, radio, Internet and other promotion activities.
The Raj TV Network has three channels on air at present. These include Raj TV (a Tamil general entertainment channel), Raj Digital Plus (a Tamil movie channel) and Vissa (a Telugu general entertainment channel).