MUMBAI: Catch them while they're young and at the place they are most likely to be found - is the latest mantra on which B4U Music is cashing in.

Amidst tough competition from other music channels, the channel is all geared up to ensure that it garners maximum viewership. The latest venture is the tie-up with Café Coffee Day, a café chain which has 60 outlets across the country. The number of the outlets is expected to rise to 130 next year, according to an official release.

As part of the tie-up, which is for a period of one year, the café outlets will play B4U Music on strategically placed television sets and hold contests, promos and events organised by the channel. They will also provide the channel with strategic branding space. In turn the channel has offered between 10 and 12 commercial spots during primetime.

"We were looking for an association with a retail outlet at the ground level. We opted for Café Coffee Day because it has a youthful and vibrant ambience which is akin to the channel. The tie up aims to provide leverage to both entities," says B4U Television Network, chief marketing officer Rajnish Lall.

"A café chain is a good promotional ground as it gets an average of 500 footfalls per day. Even if an individual spends an average of 20 minutes, it serves the purpose," Lall adds.

The channel is also holding talks with some lifestyle brand stores and apparel stores for similar tie-ups, informs Lall.

On the programming front, the channel has spruced up its programmes to meet the demands of its niche audience-the urban youth. "As a channel we have associated ourselves with on air and ground musical events, which will keep the channel abuzz," states Lall.

B4U Music's latest initiative of collaborative marketing is definitely aimed at increasing its audience share amongst the younger audiences!