India gets InSync; its first 24-hour classical based music channel

Perfect Octave today announced the launch of India’s first 24 hour Indian classical music based channel, “InSync”. The niche channel is set to premier in June this year (2013); with a tagline ‘Music To Experience’ InSync will dedicatedly showcase the rich tradition of Indian Classical Music through vocal, instrumental, dance & fusion formats. Initially “InSync” will be a free to air channel and viewers can tune into the channel 24/7 on select digital cable networks. InSync is the brainchild of Ratish Tagde, a renowned violinist and a company secretary by profession. Iconic personalities from the genres of music such as noted Santoorplayer Pandit Shivkumar Sharma, versatile Vocalist Shankar Mahadevan, noted flute maestro Pt. Hariprasad Chaurasia, vocalist Ustad Rashid Khan, young Sitar player Niladri Kumar, Tabla wizard Pt. Vijay Ghate, Pt Rajan Sajan Mishra have come together to form an advisory committee which will steer the channel’s content. Speaking on the announcement Ratish Tagde, Founder, InSync, who has been keenly involved with planning, programming and production of the channel, says, “From our research and understanding we noticed the unmet demand across the music lovers for a music channel which is based on classical music, this led to the creation of InSync. InSync will address a music genre with large underserved passionate audience, through this channel we endeavor to promote musical talent based on pure music from any genre and any country”. “According to our research a large proportion of music lovers listen to Bollywood music, the second being Ghazal and Indi-Pop ranked as a third preferred choice. However, Ghazal is ranked first among the entire music genre, followed by Indian Classical & Bollywood music, thus showing audience preference towards these genres. Further to this, our study also revealed that approximately 51% Indians listen to music on a dedicated music channel and around 67% have welcomed the idea of a launch of a classical-based music channel”, he added further. InSync will also provide a platform where a talent would feel home for nurturing his/her dream of becoming an artist. The mission of InSync is to rope in the youth to experience richness of India’s traditional music and conserve it for lifetime. The programming mix of the niche channel will not only have stimulating content for connoisseurs, but also include programmes that cater to beginners and lay listeners. Apart from exploring various aspects of pure music in Hindustani music genre, the content will include music-based informative programs like classically yours, Fusion Café, Raga classic film songs , devotional & spiritual music, music therapy, music educationetc. to widen the listener base of Indian classical music. “We have a very rich tradition and heritage of Indian classical music, which is not very easily accessible to a lot of people. I am sure InSync will be instrumental in bringing classical music as well as artists closer to music lovers. The channel will also help us artists reach a wider audience and give classical music its due" said Padmabhushan Hariprasad haurasiya, Flute artist. “I would like to extend my best wishes for the launch of InSync,” says Shankar Mahadevan, well known Bollywood musician. Noted Santoor Player PtShivkumar Sharma says, “Every country has a dedicated channel for its own music, I am happy that with the launch of InSync, even India will have a dedicated channel for its Indian Classical music.” UstadZakirHussain said, “InSync will help nurture and promote our own Indian music and provide effective promotion of young musicians.” So stay tuned!