IN10 Media launches new music channel Showbox

  • Showbox is planning a line-up of music in Hindi, Punjabi, Haryanvi and other Indian languages
  • It will compete with players like Mastiii, 9XM and B4U Music

New Delhi: Media and entertainment company IN10 Media, which owns brands like EPIC TV, EPIC On, Juggernaut Productions and DocuBay, will be launching a television music channel called Showbox soon.

The idea, the company said, was to provide a platform for local music and independent musicians. Showbox is planning a line-up of music in Hindi, Punjabi, Haryanvi and other Indian languages.

Along with music, content on the channel will include Bollywood-related news, movie trailers, interviews, unplugged music, updates on reality music shows and more. It is looking to target the youth in the country.

“At IN10, we aspire to create brands with innovation and disruption at their core, and we are excited to have Showbox on our shelf. It is a distinct offering in the current music entertainment landscape, with a clear and fresh positioning," said Aditya Pittie, managing director, IN10 Media.

Showbox will compete with entrenched players like Mastiii, owned by Sri Adhikari Brothers Television Network Ltd; 9XM owned by 9XM Media; and B4U Music, owned by Lakshmi Mittal, Kishore Lulla and Gokul Binani’s B4U Group.

“Indians have an immense love for music, be it Bollywood or in our spoken languages. Our appetite for music in all forms is inexhaustible, and there is a huge demand for music and entertainment content in Tier II and Tier III markets. Television penetration in these markets is rising, and an average viewer spends about three-and-a-half hours a day watching music channels on television," Rajiee M. Shinde, CEO, Showbox, said in a statement.

“We felt there is a need for a platform that delivers local music in a great audio-visual format, and is a showcase for independent music artistes, and young talent. With the launch of a platform like Showbox, we will be able to address this segment," Shinde added.

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