Music and Youth
9X Media launches audience Brand Connect to create innovative brand properties
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.
Music and Youth
TLC launches ‘World On My Plate’ with Shipra Khanna
New travel-food series premieres 29 March at 7:00 PM.
MUMBAI: Shipra Khanna just packed her bags and her flavours because when a celebrated chef takes you on a global plate tour, even the couch starts feeling like first-class. Warner Bros. Discovery India has announced the launch of World On My Plate with Shipra Khanna, a new travel and food series set to premiere on TLC on 29 March at 7:00 PM. Hosted and curated by the popular chef and television personality, the show blends food, travel and culture through an intimate and immersive lens.
Across three visually rich episodes, Shipra journeys to global destinations to explore not just what people eat, but why they eat it, uncovering the stories, traditions and human connections behind every dish. The series opens in London, weaving its iconic landmarks with diverse culinary scenes, before moving to Spain’s vineyards, olive orchards and coastal kitchens.
Warner Bros. Discovery head of advertising revenues for South Asia Tanaz Mehta said: “At TLC, our focus has always been on bringing authentic stories that reflect how people live and connect. World On My Plate builds on this by using food as a lens to explore shared traditions across geographies. We’re excited to collaborate with Chef Shipra Khanna, whose perspective brings both depth and relatability to these narratives.”
Shipra Khanna added, “Food has always been my way of connecting with people and understanding cultures. With World On My Plate, I’ve had the opportunity to step into new worlds, learn from incredible individuals, and share stories that go far beyond the plate. This show is very special to me.”
The series promises strong visual storytelling, meaningful interactions and a fresh perspective on global cuisine celebrating flavours alongside the emotions and traditions that shape them.
In a world where travel shows often feel like distant postcards, Shipra Khanna is serving up something far more personal: a passport to cultures through their kitchens, proving that the best way to understand a place is still through the plate. Tune in to World On My Plate with Shipra Khanna starting 29 March at 7:00 PM on TLC.
