MUMBAI: 9X Media Pvt. Ltd has created a separate division called Audience Brand Connect (ABC) to handle the business of branded content for the network. ABC will help brands create intellectual properties and will narrate their brand stories beyond the 30-second ad format.  The new division will develop bespoke advertising and promotion options for marketers across 9X Media’s music channels namely 9XM, 9X Jalwa, 9X Tashan, 9X Jhakaas and 9XO.

ABC will be headed by 9X Media VP of ad sales Uday Thareja. Thareja will continue to report to Pawan Jailkhani.

Commenting on the initiative, 9X Media Pvt. Ltd. chief revenue officer Jailkhani said, “In the recent past, we have been successful in creating branded content shows such as #Asktrack and The Sunday Flea Market. Both these shows received an overwhelming response from the consumers. We now want to take the branded content business to the next level with the launch of Audience – Brand Connect. Our youth centric content and the wide reach across HSM (Hindi Speaking Market) through our music channels, give us better insights into this business.”

“Marketers are looking at providing consumers a unique experience and better entertainment options while promoting their brands. They are investing in the creation of innovative brand properties with better shelf lives. We are confident that Audience - Brand Connect will be beneficial to the advertisers and also keep our viewers entertained with innovative programming,” he further added.

The property will offer branded content, sponsorships and new media deals across all the Hindi and Regional music channels operated by 9X Media. It will also include co-created customized shows, on-ground large format events and consumer engagements on the digital platform.

ABC will also take into consideration data and brand analytics while creating branded content shows. The consumer behavior through the network’s digital base will also be considered while strategizing on brand solution requirements for the clients.