9X Media launches Audience - Brand Connect

The branded content division aims to create innovative brand properties for the Network.

The music television broadcaster 9X Media has created a separate division called Audience - Brand Connect (ABC) to handle the business of branded content for the Network. ABC will help brands create intellectual properties and narrate their brand stories beyond the 30-second ad format.

The new division will develop bespoke advertising and promotion options for marketers across 9X Media's music channels, namely, 9XM, 9X Jalwa, 9X Tashan, 9X Jhakaas, and 9XO. Audience - Brand Connect will be headed by Uday Thareja, vice-president of ad sales, at the Network.

Commenting on the initiative, Pawan Jailkhani, chief revenue officer, 9X Media, says in a press release, "In the recent past, we have been successful in creating branded content shows such as #Asktrack and The Sunday Flea Market. Both shows received an overwhelming response from consumers. We now want to take the branded content business to the next level with the launch of Audience - Brand Connect. Our youth-centric content and the wide reach across HSM (Hindi Speaking Market) through our music channels, give us a better insight into this business."

Jailkhani further adds, "Marketers are looking at providing consumers a unique experience and better entertainment options while promoting their brands. They are investing in the creation of innovative brand properties with better shelf lives. We are confident that Audience - Brand Connect will be beneficial to the advertisers and also keep our viewers entertained with innovative programming."

Audience - Brand Connect will offer unique solutions such as branded content, sponsorships and new media deals across all the Hindi and regional music channels operated by 9X Media. This will include co-created customised shows, on-ground large format events, and consumer engagements on the digital platform.

ABC will also take into consideration data and brand analytics while creating branded content shows. 9X Media's large viewer base of 277 million individuals across all its channels, as well as knowledge of consumer behaviour through the Network's large digital base of 20 million users will also be considered while strategising on brand solution requirements for clients.

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