MUMBAI: As digital music consumption gains tract in the Indian music market, audience interaction has also increased on all verticals with social media actively supporting it. Taking the audience interaction to the next level and bringing digital to the television space, 9XO has launched a Twitter based music countdown show titled ‘9XO Tweetdown’.
The weekly show is based on viewers’ tweets and enables them to choose their favourite songs through the social networking site Twitter. Every Monday, the channel will upload a list of 10 songs selected by its programming head Luke Kenny on its website and twitter.
Viewers can tweet about their favourite song from the list and add the hash tag ‘#9xotweetdown’ to their tweets. The song that gets the maximum number of tweets will get the number one position on the top 10 countdown chart. The show airs on the channel every Sunday at 5pm.
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9XO programming head Luke Kenny said, “We have always valued our viewers’ feedback while deciding the content on the channel. Our viewers have been actively involved in planning the content for 9XO, right from the channel’s construct stage till date, as the 9XO Board of Advisors. While ideating on a music countdown show we decided to use Twitter which is an extremely popular social media platform amongst the youth who also happen to be our core viewers. With 9XO Tweetdown we are giving complete freedom to our viewers to choose their favourite song and decide the order of the music playlist. This will definitely resonate well with our viewers.”
Apart from that, the channel will also showcase user’s tweets and the leading songs with the artists’ name on real time basis. Users can earn points on the basis of the number of tweets posted by them.
9X Media SVP – digital Vibha Gosher said, “India is witnessing a widespread convergence of media across all broadcast houses. It’s the right time for audiences to participate in content creation and decision making. Twitter is shaping up to be the best platform to democratize content creation and selection. We have received over 40,000 tweets within a week of launching the activity. More power to the youth.”
The company claims that this is the first of its kind digital content co-creation initiative which is projected to start a new chapter of platform syndication in the space.
