Cira Media to launch 4 English music channels, appoints Aidem as sales partner

The four channels - Clubbing TV, Juke Box, Rock TV and Dancetrippin - will runtailormade and niche content targeted at the youth

BestMediaInfo Bureau | Delhi | February 14, 2013

Cira Media, one of the premier providers of content across TV platforms in India, has announced the launch of four channels, namely, Clubbing TV, Juke Box, Rock TV and Dancetrippin. The channels will run tailormade and extremely niche content targeted at the youth.

“Indian youth is becoming increasingly aware of and consuming international trends through platforms like the Internet. This can be seen from the fact the Vevo, a leading online International music destination, ranks 7^th among the most viewed YouTube channels in India. Besides, we have also seen an upsurge in the number of solo concerts, tours and International music events in India. The crowd attendance at these concerts too has also multiplied over the years. Some of the biggest acts in the world want to perform here. There is, without a doubt, a big resurgence in the demand and consumption of international music in India. On television, however, we have just a handful of channels offering International music and there is need for such customised content. Numerous requisite artists are making headway into India. In due course, we intend to offer our niche music channels as a platform to broadcast their events live so they can reach out fans from all across the region,” said Pallav Nagar of Cira Media.

Announcing Aidem's appointment, Manish Rach of Cira Media said, “Aidem Ventures is India's leading independent media consulting, marketing and advertising sales company. We are delighted to have awarded the mandate to handle the media sales function of our international music channels to them. Aidem has been a specialist in the TV advertising domain and we are looking at capitalizing on their expertise with this new arrangement.”

Vikas Khanchandani, Director, Aidem Ventures, said, "As digitisation progresses and more channels are launched, the Aidem sales model makes sense for broadcasters. The association will help Cira Media efficiently and effectively leverage our robust media sales revenue management, while they focus on delivering premium international as well as localized content across the channels."

Kaushal Dalal, EVP, Aidem Ventures, said, “This is great news for Aidem and with this deal coming through, we now have a more comprehensive package to offer to our advertisers and agencies. From the marketing perspective, this is a good turn for brands and advertisers targeting the urban youth. They can nowemploy a better channel mix to reach out and engage with their audiences.”

Clubbing TV is the first 24/7 TV channel exclusively dedicated to electronic music, DJ and club culture. Clubbing TV offers music videos with different themes, club reports from the hottest clubs and dance floors worldwide, Interviews with the best international DJs plus exclusive video shows, gravitating all over the electronic culture. It runs exclusive quality electronic music content from artists and labels all around the globe. It is the official media partner of the biggest electro festivals such as Amsterdam Dance Event, Juicy Beach Miami, MN2S parties, International Music Summit in Ibiza, Barcelona Summer Week and many more.

Juke Box is a music channel that offers contemporary hits and the best from the last 40 years, the greatest international acts and the most popular European Artists. From the best pop artists of the 70s, through the stars of the 80s and  90s, to the heroes of today, it plays high-quality music as an aesthetic composition between classics and up-to-date hits – from The Rolling Stones to Robbie Williams, from Eminem to The Black Eyed Peas, from Tina Turner to Lady Gaga.

Rock TV is a channel is dedicated to rock music – rock and metal, alternative and indie, goth and punk, from AC/DC to U2, from Nirvana to Rammstein and the Arctic Monkeys.

Dancetrippin delivers exclusive footage from the hottest DJs at the best outdoor music events around the world. Its main format, DanceTrippin episodes, are live recorded DJ sessions straight from the DJs' mixer and see the real-time synced video from many cameras, both strategically placed and freely roaming the party. The audience gets a close view of the DJs like Armin Van Buuren, Carl Cox, Roger Sanchez, Groove Armada, Fedde Le Grand and many more as they mix, cut and scratch to the beat.

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