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article imageIndian classical music TV channel InSync plans to go global

By Sravanth Verma     Aug 20, 2014 in Entertainment
Mumbai - InSync, India’s first and only 24-hour classical music channel plans to generate 10,000 hours of content over the next five years, and go global.
Launched on August 15, 2013, the channel is owned by Perfect Octave Media, an event management company that organizes music concerts. The channel content includes Indian classical vocal, instrumental, dance and fusion formats. Its content package is completely non-film, a unique offering in the movie-dominated Indian music scene.
InSync founder and CEO Ratish Tagde says the biggest challenge was creating content. “Other music channels get ready-made content from film producers. This is the only channel which I would call as a music GEC,” he says. The channel started off with 150 hours of content, and now has 500 hours of HD quality programming, including concerts by the sitar maestro late Pandit Ravi Shankar, flutist Hariprasad Chaurasia and ghazal singer Jagjit Singh. The channel broadcasts to 12 million households. The channel telecasts music genres such as ghazal, sufi, fusion, spiritual and music education. The channel plans to come up with youth-targeted content in the near future.
An eight-person research department is working on 200 five-minute films on various technical aspects of Indian music, to educate and draw a larger section of the audience.
“If you study the international pattern for a niche channel, it has content driven viewership which we were hoping that with digitisation will create that good scope for our channel. Carriage fees have substantially come down and people have started realising that content is the king,” says Tagde.
The channel is currently available on MSOs Hathway, Digi Cable, 7 Star, DEN, JPR, Sai Vision, IN PCMC, PCSS , UCN, Home Cable, Baba Cable, Swami Cable, Satellite Vision, Inspire Infotech and DEN RCC in the Indian states of Maharashtra, Delhi, Kolkata, Gujarat, Madhya Pradesh and Jabalpur. But plans are afoot to reach markets in USA, Canada, Singapore, Australia and New Zealand. The channel is currently free, but may go the paid route to stay ad-free.
“Our music lovers are scattered which is why the corporate world and others are unable to gauge how many people would like this kind of music. We will be creating centres worldwide where music education will be imparted and music concerts will be happening on a big scale,” says Tagde.
The channel is also working on its social media strategy. An Insync app is on the way and the channel is tying up with digital stores worldwide. Tagde also wants to launch an FM radio station on the lines of the TV channel and is awaiting licence approval. “Yes we were planning to launch hoping that the FM licensing will be liberalised in India. But FM channels’ third and fourth phase of licensing is not yet open. We are in touch with the government to support us in that front,” he says.
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