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MUMBAI: Multi Screen Media‘s Hindi music channel Mix has signed carriage deal with the leading direct-to-home (DTH) operator Dish TV.
With the development, Mix has become the highest distributed music channel on DTH platforms. Apart from Dish TV (#672), it is now available on Tata Sky (#709), Airtel Digital TV (#388), Videocon D2H (#565) and Reliance Digital TV (#709). Post its launch, MIX has successfully established itself as a channel for pure Hindi film music.
Apart from the extensive and exciting library of Hindi songs from all eras, the channel aims to be a destination dedicated to music and all that belongs to it. While the in-house produced shows, ‘Once Upon a Time? Kabhie Kabhie‘ & ‘MIX Musicians‘ creatively use songs to tell stories and biographies, ‘Yun Bana Ye Song‘ gives insights into the heroes of Indian music industry through its host, award winning lyricist - Swanand Kirkire. As per the current viewership, for the past 15 weeks MIX has enjoyed the healthiest ‘time spent‘ figures and intends to keep improving that.
Commenting on the availability of the channel in digital services, Neeraj Vyas, Executive Vice President & Business Head - MIX said "We are pleased to announce the launch of ‘MIX‘ on 5 biggest pan-India direct-to-home (DTH) services. The DTH industry has witnessed tremendous growth in the past few years and this association will only help us reach out to a much larger audience. We hope that the new audience will also enjoy our pure film music channel and give it the same warm welcome that we have received so far from our viewers on existing platforms."
Rajesh Kaul, President - TheOneAlliance MSM Discovery said ‘We are extremely happy to announce the availability of MIX on all leading DTH services beyond its healthy presence on some of the biggest analogue platforms. We could not wish for a better timing keeping in view the ongoing Digitsation push in India. The channel has already carved out a niche for itself making its place in the hearts of several Hindi music fans. We hope that this association will help Mix, which is already becoming a fast favorite, reach out to more and more music lovers in the country setting new milestones in the music industry."
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