1

PROJECT TITLE :-

MUSIC CHANNEL PROGRAMMING

PROJECT BY :-

SANCHAYANA SHAHI

9X MEDIA PVT LTD – 9X JALWA

2

CERTIFICATE FROM PROJECT GUIDE

This is to certify that the project entitled Music Channel Programming is

successfully completed by Sanchayana Shahi under my guidance.

Name of the Project Guide :- Mr. Shabbir J Jamedar

Designation of the Project Guide :- Executive Producer

Address of the organization :- 9X Media Pvt Ltd, Urmi Corporate Park, 5th floor,

Solaris ‘D’, Opp L&T Gate no. 6, Saki Vihar Road, Powai, Mumbai – 400072

Landline Number- 022-66019999

Cell No. – 09167318984

Email id – shabbir876@gmail.com

3

CANDIDATES DECLARATION

I hereby declare that the work which is being presented in this report entitled

Music Channel Programming is prepared by Ms. Sanchayana Shahi and carried out

under the supervision of Mr. Shabbir J Jamedar.

The matter embodied in this report has not been submitted by me/us for the

award of any other degree.

This is to certify that the above statements made by the candidate(s) are correct

to the best of my knowledge.

4

ACKNOWLEDGEMENT

I would like to express my gratitude to Mr. Imtiaz Baghdadi and Mr. Shabbir J

Jamedar and the entire 9X Jalwa – Content & Programming Team for giving me

the opportunity and resources for completing my internship and for valuable

guidance and support . Their supervision and inspiration helped in the smooth

progression of the internship project.

It is my pleasure to be indebted to various people, who directly or indirectly

contributed in the development of this work and who influenced my thinking,

behavior and acts during the course of study.

I would like to extend my thanks to all members of 9X Media PVT LTD for helping

me in each step of the project and giving their honest opinion on each issue that

was discussed.

5

DECLARATION

I, Ms. Sanchayana Shahi, hereby declare that the Project with 9X Media PVT LTD,

is the original work conducted by me.

The information and data given in the report is authentic to the best of my

knowledge.

This Summer Internship Project Report is not being submitted to any other

University for award of any other Degree, Diploma and Fellowship.

Sanchayana Shahi

6

INDEX

About 9X Media Pvt Ltd

Departments in 9X Media

About 9X Jalwa

9X Jalwa – Shows and Content

Other properties of 9X Jalwa

9X Jalwa – Content and Programming Department

Lights, Camera and Action

A learning experience @ 9X Jalwa

Bibliography

7

9X Media is a television network based in Mumbai, India. The company was

founded by Indrani Mukerjea in 2007 through two companies, INX Media Pvt Ltd

and INX News Pvt Ltd.

In March 2009, chairman and chief stratergy officer Peter Mukerjea and founder

& CEO Indrani Mukerjea left their management roles at INX Media.

In August 2010, INX Media renamed themselves 9X Media as part of a

restructuring process. The move is in line with the company’s strategy to

undertake new media initiatives.

The group has focused its energies on building the music vertical since late 2009,

two years after it started operations.

8

9X Media runs five channels :

9x M (Bollywood Music Channel)

9X Tashan (Punjabi)

9X Jhakaas (Marathi)

9X Jalwa (Timeless Bollywood Hits)

9X O (English)

9

As the media network observed that VJ’s are no longer considered cool and cannot keep the audience connected. So, the 9X Media thought about introducing animated characters and they came up with

- Bade and Chote - Bheegi Billi &- The Betel Nuts.

10

This concept became a differentiator. There are separate teams that work on

music and humour, and like the music, the jokes gets customized for the various

targeting aundience respectively.

- For Tashan, they have a character called ‘Bhabhi’.

- For Jhakaas, they have a character called ‘Kombadi Komedi’.

- For Jalwa, they have a character called ‘Halkat Sawaal’.

11

After a good song, there humour reduces snack out time, which helps to build

time spend on the channel. Music also provide a springboard to other

opportunities. The Group has aggressive plans for digital and each channel has its

own personal website. These characters are not just famous and popular among

the core audiences but also among the kids.

9X Media saw that opportunity to build a franchise.

12

Everything needs some ‘CHANGE’ –

Recently 9X Media has gone in for a refreshed corporate identity, as part of the

process, a logo change for flagship Hindi Music Channel 9XM was effected in

December 2012, followed by new logos for 9X Jalwa and a new corporate logo for

9X Media in April 2013. It was time to get a more contemporary packaging for the

entire network and thus began the ‘RE-BRANDING’ exercise. This helped in

creating a Brand Image for the network.

The network also released an audio track subsequently, culminating with a music

video around the theme, in its quest to reposition itself as a music network. The

film based on the insight that music is contagious and it will make people think of

9X Media when they think of music. That’s the benchmark 9X Media wants to

achieve.

13

DEPARTMENTS

Administration & Hospitality –

The purpose of the administration department is overlooking the daily

functioning of the organization. A receptionist takes down/ transfers calls,

creates an entry for visitors and gives them access into the work place.

HR Department –

The HR (Human Resource Department) as the name states deals with

maintaining a good working environment within the organization, and

recruit employees and interns.

Finance Department –

This department looks after all the monetary related concerns and

planning, they sanction any new shows or equipments needed.

Legal Department –

This department is of crucial importance in a TV Channel. They not only

handle contracts but anything going on air has to have their proper

approvals if they have procured the rights to air a particular content

respectively.

14

Ad sales Department –

This is a critical department for any organization. The main responsibility of

this department is to generate revenue for the channel or the network.

They liaise with the advertisers and advertising agencies, set the FCT on the

channel and generate revenues for the channel.

Distribution Department –

This is yet another major and important division of any TV channel as it is

also a revenue generating division. This department has their own sales

teams which is different from the ad sales team. Here the responsility is to

increase revenues through subscription through DTH and cable operators.

Commercial Department (Traffic) –

This department works closely with Programming and Finance. It helps in

negotiations with production houses for programme procurement, and

they make daily log of commercials.

Marketing Department –

It is their responsibility to interface between the programming department

and sales (advertising) teams. An efficient and effective marketing of a TV

channel/ network will ensure that the content on their channel delivers

maximum ratings.

15

Digital Department –

With most of the viewers being hooked up on their seats for hours at a

stretch, 9X Media aims to go digital. The group has aggressive plans for

digital and each channel has its own website. For instance, for 9XO - The

users may create their own playlists.

Graphics –

This department deals entirely with animations, packaging. Astons and bug

creations and at times poster creations, they are the ones who make the

visual elements looks catchier.

Library –

A library is just like a book library but here they deal with footage, songs or

content which can either be digitally stored on a computer or tapes. They

maintain a record of all what has been aired to what will be aired.

Content & Programming Department –

This is the core of any TV channel. Content and Programming department

brain-storms, comes up with creative content, execute those ideas, takes

care of the overall look of the channel, Co-ordinates with various

departments like Marketing, Production, Post-production, Operations and

Play-out. They also co-ordinate with production houses. And they finally

make FCP and schedule content which goes on air.

16

In 9X Media, they do not have separate departments for operations,

productions and promos because they have only music channels. Therefore

it is the programming department’s responsibility.

Post Production –

Post production is the process a film/serial goes through after its shot

during the production process. This department is responsible for

correcting any mistakes during the shoot or to make it look way better. This

department includes the offline edit suites, online edit, the audio studio

and graphics.

Play-out –

It’s a technical department. Their responsibility is to ensure that the

transmission is aired without any glitches. They ingest the content into the

system. They co-ordinate with programming team from whom they receive

the daily log which has to be telecast.

17

The channel was launched on 25th February 2012.

- History of 9X Jalwa –

When the channel came into existence it was said to be a ‘Retro’ music

channel. It covered the era of sixties and seventies.

Its target audience was 25yrs to 44yrs respectively.

- 9X Jalwa now –

9X Jalwa now in 2015, is India’s first music channel which is completely

dedicated to ‘Bollywood Hits’.

It has also seen a change in its respective target audience i.e from 15yrs to

24yrs (youth)

It now covers the era from early eighties to 2012.

9X Jalwa is widely available across cable & satellite homes and is also

streamed live on its website – ‘www.9xjalwa.in’

18

9X JALWA – CONTENT

TIME BANDS

19

Musical Time Band :-

1) Love Forever

6am – 7am

1pm – 4pm

9pm

2) Hits Forever

7am – 10am

7pm – 9pm

3) Melody Forever

10am – 1pm

4pm – 7pm

SONGS MOVIE LABEL YEAR

Column2

Details that every song needs to carry while it is getting played.

20

Software used for Programming –

1) G-SELECTOR

2) CHAMP 2013

TAM provides us with the ratings and TRP of our respective channel.

After a program is scheduled it is sent to the traffic department for a QC

(quality check).

The traffic department looks after the commercial.

PROGRAMMING TRAFFIC DEPARTMENT

Every programme is schedules for 60 minutes respectively.

i.e ( Content + Advertisements )

The placement of the content depends upon the number of commercials

that are available to us.

Every song has a ‘MAT ID’ respectively which makes the identification of

our songs easier.

INTER-DEPENDENT

21

OTHER PROPERTIES OF 9X JALWA

22

- HASTE HASTE

23

It involves gags from different movie that has the genre of ‘comedy’.

- CLUB X

This segment plays fast pace songs.

They preferably play party songs as the youth gets connected to it way too

easily.

- MINI RECHARGE

This segment is like filler between the shows. It has duration of 3 to 4

minutes.

A particular movie is picked up and all its famous songs are combined

together and played respectively.

- GEN X

This includes bytes from various actors.

Here these respective actors show case there favourite songs from any

particular movie or maybe from a particular era.

- RETURN OF

24

In this particular segment, an old song which is adapted and presented

today (in some current/ upcoming movie) Eg: ‘FIFFI’ in CID (1956) and

BOMBAY VELVET (2015)

- HALKAT SAWAAL

These are two animated characters that are a 9X Jalwa property only.

They generally get the fun element in the channel.

9X JALWA – CONTENT AND PROGRAMMING DEPARTMENT

25

9X Jalwa – Content and Programming department is comprised of 7 people. The

team brain-storms, comes up with creative content, execute those generated

ideas, takes care of the overall look of the channel, co-ordinates with various

departments like Marketing, Post-production and the Play-out.

Programming department also co-ordinates with production houses. They finally

make FCP and schedule content which goes on air. In 9X Media, unlike other

channels, there are no separate departments for operations, productions and

promos.

Programming Head

Mr. Amar Tidke, programming head is the leader of the team.

Content Head

Mr. Imtiaz Baghdadi is the content head of the channel. He takes care of

the content that goes on air i.e. birth anniversary special, short format

shows etc. He manages the team and keeps the programming head in the

loop.

Executive Producer

Mr. Shabbir J Jamedar, the senior executive producer takes care about

everything that is happening in and around channel. He takes care of each

and every show and also co-ordinates with production houses.

Creative Supervisor

26

Ms. Samruddhi Patel, the creative supervisor is for the overall look of the

channel. She played the big role in launching 9X Jalwa’s new look. She takes

care of Astons, Bugs, Promos and Packaging (opening and closing slate of a

show). She co-ordinates with the graphics and the post-production team.

Music Manager

Mr. Manish Tiwari is the music manager for 9X Jalwa. He takes care

contracts with music companies and also schedules and make daily logs

using the software.

Graphics

Mrs. Janhavi Zambre Chaudankar handles the graphics for 9X Jalwa. She

creates packaging, bugs and promos and co-ordinates with the creative

supervisor.

Operations

Ms. Vanita Vadhan handles operations part i.e. creating XML’s,

co-ordinating with post-production, QC (quality check), production houses

and the playout.

AUTOMATION & XML’S CREATION

27

The channel also went through an automation process. Now, what is an

automation process? Earlier the song packaging was done by the post-production

team in Final Cut Pro (FCP). But now it is done in XML’s. You just have to put

details i.e. Mat ID, Album name, Title, Label, Band details, Social website

comments (Face book & Twitter) and Song duration etc and it is triggered directly

through the Playout. The software used for the process is called as ‘XML Editor’.

My responsibility:-

1. Create a XML file.

2. To watch the song and check the duration and suitable band (small or big)

for the song.

3. Send it to the playout for line-up.

4. Once the line-up is done, a final check has to be done again to make sure

that the songs and its respective titles are proper, everything is in place,

Astons and Bugs are not overlapping, and the transitions between two

songs is going smoothly.

5. If any error occurs like transition problem due to wrong duration details or

wrong format then it is sorted out by re-editing the song/video and making

corrections in the XML.

CREATING AN XML

28

Fill up the proper song details : Mat ID, Song name, Album name, Label

name, Year, Duration (always in seconds)

Select the band type : Small, Big, Sponsored small, Sponsored big.

Band type depends on the aspect ratio of the video.

Clip Title details :

(Clip title is the box that comes on the screen with the song details)

1. Type – Generic small, Generic big, Sponsored small, Sponsored big.

2. Clip title 1 - 10 seconds

(which comes within 10 seconds after the song starts)

3. Clip title 2 – (which comes on the screen 16 seconds before the song ends

and stays there for 15 seconds). So we have to calculate the timing.

Total song duration – 16 seconds = clip title 2

Coming up details: (coming up next bug also comes 16 seconds before the

song ends and goes 1 second before the song ends). So we have to

calculate the timing.

Total song duration – 16 seconds = coming up next bug

1 second is kept for transition from one song to another.

Aston details: Here you have to select the animation and apply the duration

(in time and out time). While doing this you have to keep in mind that the

Astons and Bugs should not be overlapped, and also there should be

sufficient time gap between two Astons (i.e. atleast 10 seconds).

29

After creating a XML, check out the graph to make sure Astons and Bugs are

not overlapping and to understand how the final output will look.

Click on ‘export’.

Later this XML file is sent to Playout where we can view the videos of the

songs with repective Astons and bugs.

COMING UP NEXT CHANNEL BUG

CLIP TITLE

30

Once we enter the media industry, these 3 things are something our whole life

will revolve around and i.e. ‘Lights, Camera and Action’. There were a lot of

promotional shoots that took place while I was interning with 9X Media. Some of

them were :-

a) Gabbar- is back (Akshay Kumar)

31

b) Bombay Velvet (Ranbir Kapoor & Anushka Sharma)

c) Tanu Weds Manu Returns (R Madhavan & Kangana Ranaut)

32

d) Dil Dhadkne Do (Ranveer Singh & Priyanka Chopra)

e) Humari Adhuri Kahani (Vidya Balan)

33

f) ABCD 2 (Varun Dhawan)

g) Bajrangi Bhaijaan (Salman Khan)

34

Working in a music channel always gives us an exposure to the music industry.

This helps us to understand the pro and cons of every field. I was fortunate

enough to be a part of such interviews.

INTERVIEW WITH THE SINGERS

1. Mr. Annu Kapoor (Artist & Singer)

2. Mr. Sukhwinder Singer (Singer)

3. Ms. Bhoomi Trivedi (singer)

35

She is an Indian Playback singer. She is famous for her bollywood song ‘Ram

Chahe Leela’ from Goliyon Ki Raasleela : Ram Leela (2013).

A great learning experience

36

During the internship I actually got to know how a music channel functions and

what the role-plays of each individual are. Interning at 9X Media also helped me

know how it is to survive in the media industry and how to complete tasks and

achieve desired results and meeting deadlines. Everyone was friendly and really

helpful. I learned a lot about music programming and other creative aspects. The

employees at 9X Media saw me as an individual who wanted to learn more.

BIBLIOGRAPHY

http://www.9xjalwa.in/index.htm

37

https://en.wikipedia.org/wiki/9x_Jalwa

https://en.wikipedia.org/wiki/9X_Media

https://www.google.co.in/search?

hl=en&site=imghp&tbm=isch&source=hp&biw=1366&bih=623&q=9x+j

alwa&oq=9X+&gs_l=img.1.3.0l10.1799.2148.0.4396.3.3.0.0.0.0.122.32

2.1j2.3.0.ckpsrh...0...1.1.64.img..0.3.322.574LG5Ba5xk

http://www.campaignindia.com

www.youtube.com/9xjalwa

http://www.facebook.com/9xjalwa

http://www.radioandmusic.com/content/editorial/news/9x-jalwa-

route-innovation

http://www.9xmedia.in/9xjalwa.htm

38

Thank You!!!