Sometimes you need to create demand: NP Singh at the launch of Sony ROX

SPNI launches Sony ROX, a high definition Hindi contemporary music channel targeting age group of 14-21 year olds.

"You won't always have demand, sometimes you need to create it," is what NP Singh, chief executive officer, Sony Pictures Networks India (SPNI) believes. At a time when digital streaming services are considered to be the next big destination for consumption of music, SPNI decided to launch an HD music channel to cater to the age group of 14-21 year olds.

Titled Sony ROX HD, the channel will air contemporary Bollywood music along with programmes featuring independent musicians.

"We want Sony ROX HD to be the sharpest sounding channel and that is why we partnered with Dolby Digital. We have integrated their way of functioning to ours to make it as exquisite as possible," says Neeraj Vyas, senior EVP & business head - Hindi Movies & Music Cluster.

The network has also inked deals with T-series, ZEE music, Sony Music, YRF, Eros Music, UTV-Disney and TIPS to have an extensive portfolio. All the packaging of the channel is done internally by the team at Sony. And to promote the new launch, the network will use all its available offerings and also will push aggressively on social media.

'Music, Melody, Madhoshi' is the tag-line of the channel.

SPNI already has a 24/7 music channel 'Sony MIX' which caters to a target group of 4-40 years old. "Sony ROX will cater to the youth and MIX will continue to grow in its space. I believe ROX will be appreciated by advertisers and we will be able to monetise the channel to its potential. At this stage, we have just launched and we do not have any brands on board," informs Singh. The Sony MIX team will look after the ad sales of Sony ROX too.

"There were 15 channels when we ventured into the Music genre five years back. We wanted to create the most music-centered destination on Indian television and Sony MIX went beyond our expectations on that count," Singh recollects. He further adds, "And now, with this launch, we are geared to take a leadership position in the broadcast of music entertainment by curating an incredible experience for music lovers."

"Music content and programming initiatives will make it the leading hangout destination on TV for 15-21-year old's. We are a 'True-Blue HD Hindi Music Channel' ensuring our viewers enjoy music that looks good, sounds great and feels awesome," adds Vyas.

Now it remains to be seen if Sony succeeds to create the demand and manages to garner the viewership that it expects to.