9X Jhakaas celebrates a successful three-year run

The Marathi music channel has managed to lure audiences despite the heavy influence of Bollywood music

Akansha Srivastava | Mumbai | November 6, 2014

Click on the image to watch the Music Video.

Marathi music channel 9X Jhakaas is celebrating three successful years of functioning. The channel has launched a peppy music video to mark the occasion.

Rohan Rane

Rohan Rane, Programming Head of 9X Jhakaas, said that ever since the launch, the main objective of the channel has been to get youth viewership. The core target audience for any music channel is the youth in the age group from 15-24 years. It was a huge task for 9X Jhakaas to get the youth's attention towards the channel as Maharashtra has a 'huge Bollywood hangover'.

To garner youth viewership, the channel started airing the best Marathi film & non-film songs with short humorous animated show interceptions. “No Marathi movie is launched without 9X Jhakaas as a promotion platform. We decide the strategy to push the movie on the channel,” Rane said.

The company's strategy, going forward, will be strengthening the programming of the channel. The channel's content comprises special programming around festivals and a reality show. Three of its main shows, that cater the youth, are – 'Lai Bhaari', 'Tu Aani Me', and 'Fataka Hits'. New shows are in the pipeline.

The biggest challenge, Rane said, has been to get audiences to sample the channel. “Hindi cinema has a lot of platform for its promotion - radio, digital and television. To bring forth a Marathi song to the target audience has been the biggest challenge. When we launched the channel, the industry was much unorganised. The biggest hurdle was to go in the industry, acquire the content and deliver it to relevant people by bringing it onto the channel.”

“Marathi films were missing a platform and they could not afford big budgets. Jhakaas helps them by promoting their songs even two months before the release,” he added.

9X Jhakaas has a steady inflow of ad revenue with advertisers such as HUL, P&G, Coke, Amrutanjan, The Himalaya Drug Company, in its roster. The channel's tagline, 'Aai Shappath' is in sync with 9X Jhakaas' aim to offer a scrumptious treat of complete entertainment to Marathi music lovers and give them a 'jhakaas' or wonderful experience.

The Music Video:

https://img-cdn.thepublive.com/filters:format(webp)/

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