Their tagline of ‘Dekho, Suno, Gungunao’ says it all. Sony has launched a 24 hour Hindi music channel, Sony Mix, which is distributed by MSM Discovery Private Limited, a distribution joint venture between Multi Screen Media (MSM) and Discovery Communications India. Unlike other music channels, Sony 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.

Sony Mix is pure Hindi film music channel and will be the first new channel from the Sony TV Network in five years. Coming from the family of channels  that boasts of Sony, SET and PIX among others, Sony Mix promises to be exciting, more so with its extensive library of over 3000 Hindi film songs spanning all eras. The channel also plans to play three times more music than other channels currently on air. Through theme-based music play out suiting the need of the hour, these songs set up Sony Mix as a channel where everyone will find their favourites every day.

The channel has chalked out a theme based scheduling strategy. 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.