9X Media seeks to embed itself as India’s music network

9X Media, which runs music channels 9XM, 9X Tashan, 9X Jhakaas, 9XO and 9X Jalwa in Hindi, regional and international genres, has gone in for a refreshed corporate identity.

As part of the process, a logo change for flagship Hindi music channel 9XM was effected in December 2012, followed by new logos for 9X Jalwa and a new corporate logo for 9X Media in April 2013. The network released an audio track ‘Tung Tucking Ting’ online subsequently, culminating with a music video around the theme, in its quest to reposition itself as a music network.

Punit Pandey, executive vice president and new business head, 9X Media Network, explained the group’s expansion from 9XM. He said, “From 2011 onwards, we started launching more channels in the music space and today we have a total of five channels covering all the possible target groups, Hindi speaking markets, regional and international music. We felt it was time to get a more contemporary packaging for the entire network and thus began the rebranding exercise about six months ago, which will create a clear branding for the network.”

‘Tung Tucking Ting’ made its debut on Youtube in June as an audio track. Vibha Gosher, senior VP, digital, 9X Media Network, explained, “Testing the viral effect of the digital platform, we chose to launch the audio on Youtube and let the magic begin. Over the last one week, we have seen over 70 videos which are various versions of what users have done with ‘Tung Tucking Ting’.”

Alongside the main film, seven music videos, some of them featuring Bollywood actors, went on air on 21 June 2013, World Music Day.

“The film is based on the insight that music is contagious and we want people to think of us when they think of music. That’s the benchmark we want to achieve,” explained Pandey.

The network has partnered Red FM to carry out a five-day campaign starting 21 June. The film will be played on 9X Media channels for the next two weeks. “Currently the media mix for the campaign will be television, radio and digital. We plan to launch caller ringtones in the next leg of the campaign,” added Pandey.

Clockwork Studio partnered 9X Media to execute the new ‘Tung Tucking Ting’ film.