Music channels in India were known to be a prerogative of Young India before Sony Mix came along.
The musical offering of Sony Mix changed all that. From teenagers to homemakers, from young corporates to blue collar workers to retired individuals, the musical content of Sony Mix appealed to all. Its name ‘MIX’ aptly rendered the blend of musical content on the channel.
The channel launched with some really unique content for music channels in 2011. Raina Beeti Jaye was targeted towards the middle-aged viewers with its melodious old Bollywood numbers. Yesteryear laudable singer Roop Kumar Rathore hosted the show and brought back memories and anecdotes from each song for the viewers.
Mix Solos, on the other hand, was targeting the new generation. Over the next few years, the channel continued with its content trials and evolved. Slowly it turned into the most rhythmic channel for reaching to a huge audience base via advertising on Sony Mix.
With an espousal with Fever FM 104, Sony Mix launched an unorthodox musical entertainer to be aired simultaneously on air and satellite. ‘TV Ka Pehla Radio Show’ hosted by RJ Picture Pandey had a unique appeal for the audiences. It served to amplify the viewer base of Sony Mix.
The ‘WOW’ Weekend concept attempted at targeting professionals who only get time to unwind on weekends too helped the channel’s musical reach and ad rates of Sony Mix soared. Today, Sony Mix has the most versatile audience reach as compared to any other music channel and reaches beyond the 14 to 34 age band making it a favourite of advertisers.
An advertisement on Sony Mix is sure to find its way beyond the mentioned age barriers put up by other music channels.
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