Heritage music channel Insync appoints Aidem as media sales partner

As the only heritage music channel available, InSync has the first-mover advantage. It is a pay channel currently available on Hathway, InCable, DEN

BestMediaInfop Bureau | Delhi | August 26, 2013

The satellite launch of InSync, a heritage music channel, which took place on August 15, has appointed Aidem Ventures as its media sales partner. Brainchild of renowned violinist & MD of Perfect Octave Media, Ratish Tagde, InSync covers an array of music genres from Indian classical music to Sufi, ghazals, folk, fusion and more.

InSync is a pay channel already available on major MSOs including Hathway, InCable, DEN.

The opening programming will line-up includes interviews, talk shows, documentaries, genre based reality shows and youth-based fusion shows. As part of the launch marketing strategy, the channel plans to build awareness amongst its local target audience by organising 40-50 musical concerts across India over the next one year while simultaneously covering them on the channel.

Also part of the launch strategy is the show 'I Can'. This flagship property will predominantly focus on discovering and nurturing young talent. The talent discovered will be promoted on the show and will be offered concerts in India and overseas.

Talks are currently on with major DTH platforms in India and a few international distribution players as well. The channel has roped in Manish Rach to head distribution of the channel.

Vikas Khanchandani

Vikas Khanchandani, Director, Aidem Ventures, said, “InSync has the potential to set the standard for excellence and innovation in the Indian television industry while forging deep connections with diverse and passionate audiences. We're looking forward to working together with the InSync team to represent and deliver legendary musical experiences that endure for generations.”

Nikhil Sheth

“As the only heritage music channel available, InSync has the first-mover advantage. It has been gaining tremendous response from the market. The channel offers a much higher level of engagement with a range of branding opportunities beyond just FCT therefore attracting cross-industry advertisers. Currently, there are a host of events in the pipeline. We are also going to be offering customisable, branded event solutions to keen advertisers,” said Nikhil Sheth, Business Head, Hindi Entertainment & Niche channels.

Ratish Tagde

On the partnership, Tagde said, “We have music maestros like Pt. Shivkumar Sharma, Pt. Hariprasad Chaurasia, Ustad Rashid Khan, Shankar Mahadevan, Ustad Zakir Hussain, Sivamani and Hariharan contributing to the channel's content. We already possess 300 hours of original, HD quality, video content. By the end of the year, we will have 700 hours more. We consider it our responsibility to help nurture and encourage India's interest in classical music. While we continue doing so, we're certain that Team Aidem will help achieve the channel's optimal revenue potential.”

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