Sony Mix launches 'TV ka Pehla Radio Show'

By Prachi Srivastava , afaqs!, Mumbai | In Media Publishing | July 15, 2013
The pure-play music channel has tied up with Fever 104 FM for the show.

Sony Mix, the Hindi music channel from the Sony Entertainment Network stable, was launched in 2011 with an aim to encourage appointment viewing. The channel has taken up various initiatives to present something more than just Bollywood music videos.

It boasts of musicals like Mix Solos and Raina Beeti Jaye that have helped the channel in differentiating itself from the other pure-play music channels.

Sony Mix's latest innovation in the music space is 'TV Ka Pehla Radio Show'(TKPRS). The channel has collaborated with Fever 104 FM for this new show, which airs every Sunday at 1 pm.

TV Ka Pehla Radio Show aims to get to the viewers and listeners the best of both worlds. RJ Anurag Pandey (popularly known as Picture Pandey) is playing host to listeners of Fever 104 FM and viewers of Sony Mix, which will simultaneously go on-air on both channels.

From the studios of Fever 104 FM, TKPRS promises a bouquet of entertainment in this three segmented show. The first segment will be a delectable tete-a-tete with Bollywood celebrities sharing their first hand experiences. This is followed by viewer/listener contests and requests drawn from social media networks.

The 45-minute show wraps up with a segment completely dedicated to music artistes, composers, singers and lyricists who will share unheard of anecdotes about their compositions to enrich the musical experience.

Neeraj Vyas

Neeraj Vyas, executive vice-president and business head, SET Max and Sony Mix, says, "We at Sony Mix keep looking at new ideas and things to do. One problem with the music genre is that a majority of the music videos we play are the same and we all have them. It leads to the fact that the genre has not grown since years and the time spent has not grown either."

"We thought of doing things that are different. We started off with Mix solos and then we did reproduction of old medleys. We aired Raina Beeti Jaye with Roop Kumar Rathod," Vyas adds.

The content of the show is same for the radio and television airings. The audience will get a peep of the studio and radio station where the show will be shot.

The show targets a wider population beyond the youth and includes 14-34 year olds in SEC ABC. The channel has planned 13 episodes of the show.

TV Ka Pehla Radio Show is being promoted on the digital medium with activities on Facebook and Twitter. There are also print campaigns running across the major markets, Mumbai and Delhi, and cinema hall promotions across PVR chain multiplexes in Mumbai and Delhi.

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