S1 to launch music channel, S1 Tadka; seven more channels coming up

S1, the news channel launched by the Delhi based Senior Group of Companies, will roll out its 24 hour music channel called S1 Tadka by the end of September 2006. The channel has plans to launch several other channels in the near future.

S1 Tadka will enjoy nationwide reach. Its positioning line has been decided upon as ‘Bollywood Makkhan Maar Ke’. The channel’s content will be judiciously divided to feature Punjabi and Hindi entertainment in a 40:60 ratio.

Why Punjabi songs when the channel will go on air all over India? Swapan Ray, creative director, S1 and S1 Tadka, says, “We want to cash in on the popularity of Punjabi numbers as they are ruling the music charts today.”

“We consider our music channel as being a fine balance between channels such as MTV and etc,” says Ray, implying that the channel’s target audience will be anybody who is a Bollywood fan and also enjoys international music.

According to the channel, its content will differentiate S1 Tadka from the other music channels. “We will feature live entertainment from Bollywood parties, events and shooting locations, which is not seen on the other music channels,” says a confident Vijay Dixit, senior group chairman and CEO, S1.

Another development within S1 has been that it is now available all over the country. Even in Mumbai, Dixit says that the channel is available in almost 70 per cent areas and, in the next three days, it will be available all over the city.

The channel will be running an outdoor campaign for the launch of S1 Tadka, apart from print and television. Right now, the creatives are being designed in-house, but the channel is on the look-out for an advertising agency in Mumbai to handle its promotions.

The channel plans to roll out over seven other channels in the near future. After the music channel, Dixit reveals that a Punjabi news channel, a business channel, an educational channel and a real estate channel is on the anvil.

The Punjabi news channel will be launched in India, the UK, the US and Canada simultaneously, towards the end of the year.

© 2006 agencyfaqs!