MUMBAI: 9X Media, the company controlled by private equity firm New Silk Route, is all set to foray into regional music genre with Punjabi music channel â€?9X Tashan’. The channel will go on air from Wednesday, 31 August and will be available across satellite and cable homes.
The 24-hour contemporary Punjabi Music Channel ‘9X Tashan’, is targeted at free-spirited Punjabi viewers. Modelled like their flagship Bollywood music channel 9XM, the new channel will also have animated characters like Bade-Chote, Bhabi, Ullu Da Patha and Falli-Balli – all in a Punjabi avatar.
9X Media group Sr vice-president & business head Punit Pandey said, The channel will offer a wholesome dose of entertainment to all Punjabi music aficionados. ‘9X Tashan’ will air the latest and best Punjabi music across all genres – Pop, Romance, Underground, Action, Folk, etc – interspersed with rib-tickling short episodes of characters created in 3D animation. We plan to create a loyal viewer following with our animated characters similar to that of 9XM….
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The channel will have â€?Yaaran Da’ as its tagline and the theme song is recorded by leading singers like Wadali Brothers, Jaspinder Narula, Inderjeet Nikku, Nachhatar Gill, Feroz Khan, Jaidev Kumar, Sardool, Sikander, Sherry Mann, Kamal Khan and Diljit Dosanjh. The music is composed by Jaidev Kumar with lyrics by Baljinder S Mahant, programming head for 9X Tashan. The song captures the various colors of Punjab and the integral culture of the region.
‘9X Tashan’ will be streamed live online on the channel’s website – www.9xtashan.in and on the mobile platform.
Commenting on the launch, 9X Tashan managing director Sandip Bansal said, We are pleased to partner with 9X Media Group and launch a Channel that combines the traditional and modern sounds coupled with the vibrant colours of Punjab. 9X Tashan has an up-tempo, vibrant, happy and humorous personality. I am confident that viewers will enjoy watching 9X Tashan….
