Music India announces slew of new changes

Popular Bollywood music channel, Music India is getting ready for its biggest transformation to date with a slew of new changes expected in January.

First up, Music India is launching a campaign to find its first British Asian VJ who will host an interactive late night show on the channel.

In a statement to��BizAsia.co.uk, an insider at Music India said, “We are doing a VJ hunt on Music India and the promos are starting from today. We will soon be starting viewer interactive programmes, which is where we plan to use these VJ�۪s. Music India now is already active in partnering with various events and has an exciting line up of partnership for 2011, starting with Asian Bride Show by Asian Women in January 2011. These chosen VJ�۪s will also be the face of the channels in events like these.”

Furthermore, Music India will launch a Bengali music slot by partnering up with its sister station Sangeet Bangla. The programme called ‘Sonar Bangla Sonar Gan’ commences on Saturday 1st January at midnight and will air for two-hours every night.

According to in-house research by the channel, a strong Bengali restaurant community watches TV post midnight purely due to the nature and timing of their job. This Bengali music slot will target those restaurants with “exclusive and never seen before music like this on any other channel in the UK.”

Music India is also gearing up for more interactive programmes on the channel, plus a late-night adult music video slot. Up until now, Music India has been heavily dependent on imported playlisted shows from India. However, World Media Connect, which recently took over commercial control of the channel in the UK, is adamant about changing Music India around by making it a dominant force in the British Asian media circuit.