Sony Mix refreshes its programming mix with 'Wow Weekends'

Commencing from July 25, the music channel will roll out a bouquet of music, new and refreshed shows

BestMediaInfo Bureau | Mumbai | July 21, 2015

In a move to improve to its weekend programming, Sony Mix is all set to roll out 'Wow Weekends', a bouquet of music, fresh and refreshed shows, commencing from July 25, 2015.

With an objective to boost the channel's music entertainment quotient, Sony is adding a slew of initiatives to its weekend line-up: Aparshakti Khurana has been roped in as a VJ; 'Baaton Baaton Mein' will provide a part-anecdote, part-opinion walk down the memory lanes with yesteryear stars; and 'Jam Room' returns with Season 2 with present generation voices revisiting old melodies.

Neeraj Vyas

Neeraj Vyas, Senior EVP & Business Head, Sony Max, Sony Max 2 and Sony Mix, commented, “Weekend is a time when everyone rewinds and recharges. We as a premier music channel understand that and wanted to bring our audience an assortment of melody and entertainment to make their weekend go 'Wow'. Based on consumer feedback and detailed analysis, we are adding this industry first as a new rhythm to their weekends.”

On how the Wow Weekends strategy gives the channel an edge over others, Vyas said, “Wow Weekends is an industry first. In that sense, it is also a unique offering for the viewer. No other channel, especially music channel, has dedicated programming for viewers' two most important days in terms of entertainment. We are confident that with our line-up, this disruptive innovation will reap us benefits.”

At a time when VJs aren't much in demand, the channel's move to rope in a VJ is a tad surprising. Vyas, however, disagrees. “We do not think VJs are not in demand. It is just that no music channel has one right now. In fact, VJs were much in demand when as an industry our focus was more on music entertainment. Considering that Sony Mix is the favoured destination for the choicest music, our reintroduction of a VJ without diluting the music proposition is well timed,” he added.

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