MUMBAI: This Valentine’s Day, whether you are single or with your better half, there will be several music channels on TV to keep you company. It promises to offer you Sanskaari Valentine’s Day to Love Song of the Hour. The programming on the different music channels will offer viewers a variation with love songs and some humour.
The humor element to the day will be added by Bollywood music channel 9XM. The channel has introduced the eternal ‘Babuji’ Alok Nath as a rapper in a Bade-Chote special titled ‘Have a Sanskaari Valentine’s Day’, which started from 12 February. In a statement issued by 9XM, the veteran actor Alok Nath said, “When the programming team at 9XM approached me with this music video concept I thought it was another joke. However when I read the script and had a detailed discussion with them, I was sure that I wanted to do this music video. I am happy with the outcome of this music video and I am looking forward to the reactions of my fans and 9XM viewers.”
The special features Nath with 9XM’s popular animated characters Bade-Chote. In the music video Nath is shown dancing with the duo and advising ways to have a “Sanskaari Valentine’s Day”. The campaign is headed by Sunder Venketraman (Programming Head) and his team at 9XM. The video is directed by Pankaj Sudheer Mishra, who is known for his association with several comedy shows.
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9X Media group SVP and content head Amar Tidke said, “When you think of Valentine’s Day, you do not think of Alok Nath, given that he is mostly remembered for his performances as a father figure endorsing ‘Indian’ values. So we thought of building on this element of surprise by creating a unique campaign for Valentine’s Day.” The campaign will also be present on digital platforms with four separate videos.
In case you want to ditch the fluff and get straight to the music, there are channels like Music India which will start the special day with romantic songs right from their morning show. Then, there is Valen 10 – a collection of 10 most eternal romantic songs from Bollywood. Viewers can vote for their favorite track and that will be played. The final music chart of Music India’s VALEN 10 will roll out at 11:30 am and 6:30 pm on Valentine’s Day.
‘Love Song of the Hour’ is a special offering from Music India whereby every hour the channel will choose the most popular romantic song as the ‘Song of the Hour’ and will play it.
English Channel Vh1 has special programming starting from 8 am till 7 pm on the day. The channel will play tracks like Love Story (Taylor Swift), One Thing (One Direction), Tonight (I’m Lovin You) (John Legend), Sensual Seduction (Snoop Dogg), Cry Me a River (Justin Timberlake) and Russian Roulette (Rihanna).
