MUMBAI: Having established itself as a pure play music channel, Multi Screen Media’s music channel Sony Mix, is now encashing on various initiatives to grasp the attention of the youth. The channel has now revamped its show ‘Mix Solos’ adding a host of popular singers to its format.
The repertoire of bollywood singers that will feature on the show include Sukhwinder Singh, KK, Shilpa Rao, Benny Daval, Harshdeep Kaur, Mamta Sharma and Shruti Pathak.
The show will comprise of classics and popular songs like Chhaiya Chhaiya (Singh), Khuda Jaane and Tu Hi Meri Shab Hai (KK), Disco Deewane and Daaru Desi (Dayal) amongst others with a unique story revolving around the particular track. Scheduled to go on-air by month end, the show will be spread out throughout the day and will keep adding artistes as it progresses.
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‘Mix Solos’ is channel’s interstitial programming format where popular voices from Bollywood who are known for their vocal rendition of famous songs present classics and popular songs with a story that is unique and unheard of. Each of these famous singers render an unplugged version of the song and narrate experience which leads back into the songs rendition as a standalone piece. Played on-air along with the song, ‘Mix Solos’ intend to deliver a richer understanding of that song via the artist.
Speaking with Radioandmusic.com, Sony Mix VP and programming head Alleyah Asgghar said, “Since our aim is to be a music minded channel we felt it important to have these voices with us to entertain the youth. We feel that it’s just not about the song anymore, it also includes the personal experiences of singers and they should be seen on screen as well.”
Treating bollywood singers as the vehicle to express a song to the audience, ‘Mix Solos’ had earlier featured renowned artistes like Shaan, Javed Ali and Shafqat Amanat Ali amongst others. The channel lays firm on its belief that melodies will last and singers have the ability to keep them alive through their inputs and interactions with youth.
Sony Mix has now become one of the few music channels that has shift its focus completely on short format shows and music offerings. With several such shows up their sleeves, the channel has left the traditional one-hour music based shows far behind. Asgghar commented, “We are not averse to the idea of long format shows but it will all depend on the audience response, ratings and numbers. Actually there is no concept of appointment viewing and thus short format shows have more of a music inclination. We feel more of such shows will be better for us.”
