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B4U dons new look to get more eyeballs

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | July 19, 2010
The music channel has introduced six new shows showcasing music, fashion and lifestyle related content

Music channel B4U has undergone a makeover and to support its new look and feel, it has introduced a number of new shows.

As part of the new look, the channel now spots an animated logo in place of a static one and has adopted a new channel identity. It has also introduced a signature tune.

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Commenting on the objective of a complete makeover, Kalyan Sundaram, business head, B4U, says, "It's been long since we made any significant changes in the way we look or what we have on offer for our viewers. So, it was time to relook at our strategy and thus, instead of being frequency driven, we decided to make the music channel appointment driven."

To convey and reinforce this new approach towards music, it was necessary for the channel to refresh its look as well. According to Sundaram, without changing the logo and the colour scheme, the channel adopted an animated logo and has introduced a number of youthful and colourful channel IDs (themes) for various parts of the day and different shows.

All these changes have also come on the back of its one year old popular prime time music show, Aawaaz De Kahaan Hai. The channel hopes to piggyback on the success of this show to draw an audience for its new offerings.

Beginning this week, the channel will have six new shows, including Orange Funk, Bollywood Bang Bang, Sooper Hits, Morning Masala and Solid Hits. The new shows revolve around music, health and lifestyle.

Sundaram shares that the fresh line up has been driven by the fact that B4U has broadened its target audience group. From the earlier target group of people aged 15-24 years, it now targets people in the age group of 15-40 years. It has done this by offering content and music from classics to retro and current Bollywood hits.

The channel is also concentrating on bringing back into vogue the non-film music made popular a few years ago by singers such as Adnan Sami, Sonu Nigam and Alisha Chinai. It has also started playing international numbers to woo music aficionados.

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