MUMBAI: Internet HD video broadcasting network, Ping Digital Broadcast, has launched a music show on video sharing site YouTube, the first of its kind. The property-‘The MJ Show’ will be on the company’s music channel- India Music Network with popular RJ and musician Mihir Joshi hosting the show.
The show will have Joshi playing music and interacting with a number of artists from the music industry -both indie and mainstream Bollywood- regarding their work, views, influences and opinions.
“We wanted a chatty, witty and fun show that breaks away from all pre existing formats. We wanted to discover as much about a musician as we knew about their music. Having done this for over 8 years on radio, even Mihir (Joshi) felt that the timing was perfect,” Ping Digital Broadcast founder & CEO Prashanto Das told Radioandmusic.com. The MJ show combines the chattiness of radio with visual appeal, allowing the viewer to take a peek into to the star’s veiled life. This is as real as it gets,” he added.
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The response has been positive, with 250 artists coming on board for the show free of charge. The company has made it a point to give the show an international feel, so that can be enjoyed by global audiences. The producers have ensured that the show is interactive whereby audiences can respond and comment on the show.
“It (the show) caters to global audiences and we know how content and news about music, musicians and stars, especially from India, is currently being consumed. Seeing the growth of this medium, we are pretty confident about its effectiveness in changing consumption patterns. To make this attempt a success, every episode launches globally; New Jersey-Birmingham-Tokyo or Sydney, everyone gets to see it at the same time.”
“Also unlike other mediums that are restrictive, this allows for a two-way conversation. Fans can join in and share their point of view and opinion directly. As a fan, you will never miss this show- it’s available for you on any device, anytime that you would want to watch it,” Das pointed out.
Ping is targeting audiences from the 18-35 age groups, who are looking for a quality alternative to what’s available today on traditional mediums, with the MJ Show.
Consumption in India alone has seen a dramatic 69 per cent growth over the past two years with about 3.71 billion videos currently being viewed every month in India alone. Globally 4,50,000 years worth of time is being spent to watch videos every month.
Speaking with Radioandmusic.com host Mihir Joshi said, “I’m excited to be part of the show and to interact with some of the biggest musicians (many) whom I have known as an RJ. In the show I shall be going to their studios and homes, and talk about ‘Music, Bollywood and Beyond’ with them in a relaxed way. The show will allow their favourite (video) songs to be played on YouTube just as we play songs on the radio. The show is about genuinely supporting the music movement, specially independent Indie music.”
