Multi Screen Media’s music channel, Mix is launching in India on Thursday 1st September.

Unlike other music channels, Mix will target an older audience ranging between 25-44 years in the morning and late night hours. Other day parts will be predominantly for a younger audience.

It will be the first new channel from the Sony TV Network in five years. The last channel from Multi Screen Media was English movies channel, Pix.

MSM COO NP Singh said, “We are proud to announce the launch of our music channel – Mix on 1 September. A music channel is natural progression for Sony as we now have two strong Hindi GECs in the network.”

“Though, music channels are predominantly youth focused; there is a secondary TG of 25 – 44 years audiences, which is largely underserved. We will have 30 per cent of our content for the secondary TG. We have cleverly divided the content in different day parts and will serve music which will enhance the mood of the hour,” he added.

The channel boasts of an extensive library of over 3000 tracks and also plans to play three times more music than other channels currently on-air. “On an average, other music channels play around 250 songs per month, while Mix will play 750. Our content is much more than what others play or show,” Mix EVP and business head Neeraj Vyas said.

Mix, which comes with a tagline of Dekho, Suno, Gungunao (watch, listen, hum), has chalked out a theme based scheduling strategy, suiting the need of the hour.

The logo, brand film and creative of the channel are created in-house, while OMD is the media agency of Mix.

Multi Screen Media is also planning to bring Mix in to the UK market depending on the response it garners in India initially.