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9X Media goes ‘Tung Tucking Ting’ to strengthen its credentials

Its music video, launched on World Music Day, goes viral across digital platforms

BestMediaInfo Bureau | Mumbai | June 26, 2013

9X Media has created a unique song titled ‘Tung Tucking Ting’ to emphasise the music television network’s connect with music. The Tung Tucking Ting song, which was uploaded on YouTube has gone viral in a very short span of time and has received stupendous response on the internet. This music video was aired across all 9X Media’s music channels (9XM, 9X Tashan, 9X Jhakaas, 9XO and 9X Jalwa) on June 21 to celebrate World Music Day.

The Tung Tucking Ting song is written and composed by Vaayu Srivastava and arranged by Tanishk Bagchi, and the music video was created in association with Clockwork Studio.

“Think Music Think 9X Media is what we aimed at and today 9X Media is synonymous to good music across all genres. We believe that though there is lot of music around us, there needs to be a benchmark set for what we air on our channels. This facilitated our journey of gaining the #1 position across all our channels. The consistent leadership reflects the network’s promise to provide viewers what they want: well packaged great music. The Tung Tucking Ting music video is a happy and catchy number that will remain with the music lovers,” said Punit Pandey, Executive VP & New Business Head, 9X Media Network.

Targeted at a nation crazy for music, the Tung Tucking Ting music video has been created with the belief that music is contagious and good music gets transferred from one person to the next. The instant popularity and the initial success of the song is a clear indication of that belief.

Amar Tidke, Sr. VP & Head of Content, 9X Media, said, “Music gives a soul to the universe, flight to the imagination and life to everything and this World Music day we celebrate this magical gift with Tung Tucking Ting. We present our viewers with our first music video that captures the essence that music is contagious and will follow you wherever you go. We at 9X Media believe that the viewer experience that our music channels create is unique and the viewers know exactly what to expect on our channels – the best of music with an amazing on-air experience.”

Speaking on the promotion of the music video, Kapil Sharma, VP – Marketing, 9X Media Network, said, "The insight behind the Tung Tucking Ting music video is that music is contagious and good music remains stuck in our head and is easily transferred from one person to the next. This music video will be aired on all 9X Media channels and will be promoted through our animated characters and celebrity integrations."

The Tung Tucking Ting music video will be promoted across a large media spread using radio and digital platforms. The song will be aired on select radio stations in key metros. The network has also associated with operators to provide Tung Tucking Ting as CRBTs. On the digital front, the video will be shared on various social media platforms. However even before the online launch of the Tung Ticking Ting music video, the song has gone viral creating a rage on the internet.

Vibha Gosher, Sr. VP - Digital, 9X Media Network, said, “Tung Tucking Ting song reflects the contagious nature of good music. 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. Over and above the videos, we are seeing umpteen conversations across social platforms deciphering the Tung Tucking Ting phenomenon which only reaffirms our promise of delivering catchy, upbeat and popular music across all our channels which stays on your mind. Users can now watch the official version of Tung Tucking Ting music video on our network’s official channels on YouTube and our communities on Facebook and Twitter. Alternately, they can catch all the fun videos on Users can also set this catchy tune as their caller tune or set it as their ringtone which is available across operators.”

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