MUMBAI: Songdew.com, which has been promoting independent musicians, has launched its TV channel today. The online music publishing platform has struck a deal with Videocon d2h exclusively. The channel will show the best of independent music and live acts from across the country.

The overabundance of music channels may pose a question of the new channel’s relevance. But the main factor playing to its strength is that it is the only channel dedicated to independent music.

Speaking to Indiantelevision.com, Songdew director Sandip Tarkas says, “Differentiation is not at all a problem for us as we already have a differentiated content. While other channels are funky, we are not.” The channel will give a fresh outlook on music among the various Bollywood-dependent channels.

The idea behind Songdew.com dates back four years ago when two batchmates Sandip Tarkas and founder of Songdew Sunil Khanna had been in talks about a music channel. They went to a music conference where artists were lamenting about lack of common resource to publicise their music. That’s when the idea of Songdew.com was ignited.

“More than 28000+ talented musicians and bands creating outstanding music, lack a platform to present their creation to music lovers in India. Songdew TV is a giant step in that direction and we are delighted to partner with Videocon d2h as our first DTH platform,” Khanna says.

The music channel will be promoted primarily through its own media such as the website and the app as well as through the Videocon d2h homepage. The new synergy will provide artists multiple levels of cross-platform promotion including promos of unplugged music.

“Music connects people. With this insight, we launched Songdew TV on Videocon d2h. Besides offering fresh music to young viewers, it is also our way of promoting new musical talent across the country,” an official spokesperson from Videocon d2h said.

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