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CIRA Media launches 4 English music channels

Appoints Aidem Ventures to handle ad sales

Gaurav Laghate  |  Mumbai 

Cira Media, the content aggregator and provider company, has launched four English music channels–Clubbing TV, Juke Box, ROCK TV and Dancetrippin in India. The channels will run unique, tailor-made and extremely niche content targeted to the youth, it said.

As per the company, 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–the leading online International music destination ranks 7th 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 customized 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, founder-promoter Cira Media.

The company has also appointed Aidem Ventures as their media sales representative. Vikas Khanchandani, Director, Aidem Ventures said, "As digitisation progresses and more channels are launched, the Aidem sales model makes sense for even more 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 localised content across the channels."

Clubbing TV is the first 24/7 TV channel exclusively dedicated to electronic music, DJ & club culture. Juke Box is a music channel that offers contemporary hits and the best from the last 40 years, ROCK TV is dedicated to rock music, while Dancetrippin is dance music TV channel that delivers exclusive footage from the hottest DJs at the best outdoor music events around the world.

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First Published: Thu, February 14 2013. 16:03 IST