MUMBAI: All the Punjabi music lovers have a new destination to groove to the bhangra. ITV Network is launching a new music channel P Tunes.

A source close to the development confirmed the news and revealed that the channel will be launched next month. “There will be two channels, HD which will be a paid channel and SD will be a free-to-air channel,” said the source.

Considering the Punjabi space not as crowded as the other markets, 9X Tashan, MH1 and PTC music channels only being the three players in the space, ITV Network will be the fourth entrant and the first to launch in HD. “The Punjabi music channels’ space is growing exponentially and it is the fastest growing music genre other than Hindi, so it’s quite logical to enter the Punjabi music genre,” he added.

The source also disclosed that they have not yet opened up the inventory slots. “We have not even opened up the inventories; the commercial advertisements will go on air after the first twelve-week period.”

The network has started the test transmission service from GSAT 17 satellite at 93.0 degree east. The channel will play Punjabi albums and Hindi movie songs.

According to FICCI Frames report 2018, the regional music continues to grow. The music industry is split in three streams: Hindi genre, which accounts for 60 per cent of the consumption, and international and regional genres constitute 20 per cent each.  As far as the consumption of music is concerned, 93 per cent of people were reported using mobile devices for music consumption in 2017, a rise from 85 per cent in 2016. Falling data rates, coupled with growth in streaming music options are further expected to boost the digital music industry. 

Will a music channel, that too a regional one, be able to sustain itself against the smartphone?

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