MUMBAI: The music channel from Multi Screen Media (MSM) stable Sony Mix will soon be seen in a new avatar, every weekend. Launching Wow Weekend, Sony Mix will not just have a peppier and refreshed look through the weekend, but will also bring VJs back to music channels.
Starting 25 July, Sony Mix will play music to the tune of its viewers’ mood. “We aren’t trying to make any change. Wow Weekend is to maintain the promise that we always try and do something new in the space,” says Sony Max, Sony Max 2 and Sony Mix senior EVP and business head Neeraj Vyas.
According to Vyas, the mood and personality of the viewer is a bit relaxed over the weekend. “Our promise for the weekend is that viewers will see more melody and musicality along with fun and entertainment over the weekend. Through this new initiative, we are giving viewers a chance to look at music channels in a different way,” he adds.
The channel, as part of Wow Weekend, has roped in Aparshakti Khurana as the VJ. “He will be the conduit over the weekend. He will come through the day sporadically,” informs Vyas.
Vyas is of the opinion that VJs played a very important role in the initial days of music channels. “But, somehow it became too much and so the whole concept got diluted to the extent that no music channel has a VJ today,” he says.
Khurana will be seen giving film and music reviews, trivia about yesteryears and today’s music as well as incidences behind today’s music. “A VJ, according to me, is a musical person himself, feels close to the music that the channel plays and is endearing as a personality. We screen tested a lot of people, but Khurana ticked all the boxes,” informs Vyas.
The channel is also launching a new show called Baaton Baaton Mein with RJ Anmol, which will be aired every Saturday with a repeat on Sunday. “The show is a star’s journey into films, but through music,” says Vyas.
The second season of Jam Room will also make a comeback with present generation voices revisiting old melodies.
Sony Mix has created a 40 second track to popularize the Wow Weekendconcept. While the entire MSM network is being used to market the new property, there will be newspaper ads on 25 and 26 July to inform people about the same.
