Fri, Oct 21, 2016 | updated 01:06 AM IST

Sony MIX marks fifth anniversary with 'The Dhun Project'

Updated: Sep 01, 2016 18:50 IST

New Delhi [India], Sep 1 (ANI-BusinessWireIndia): Sony MIX, the Hindi music channel from Sony Pictures Networks India (SPN), announced 'The Dhun Project' that celebrates the five year anniversary of the channel in India.

Launched in 2011, Sony MIX is the first and only channel in India singularly dedicated to music. Through its pioneering informative and mood-based programming, the music channel has set itself up as a destination dedicated to music and entertainment in India.

Over its glorious five year journey apart from an extensive music library, Sony MIX has maintained an undeterred focus on content by producing a wide variety of packaged show offerings; right from user generated content to people profiles and factoids executed in the most unmistakably musical fashion.

To commemorate this five year milestone, 'The Dhun Project' has been initiated, to pay tribute to musicians in India and aims to give back to India's rich musical heritage by raising funds to empower musicians and educate across levels.

As part of the project, a unique lyrical composition has been curated to serve as 'The Dhun Project' anthem, championing the cause. Sony MIX for the first time ever, has brought together stalwart CXO's from the advertising and media industry to record an exclusive music video for the anthem.

CVL Srinivas (GroupM), Vikram Sakhuja (Madison), Shashi Sinha (Lodestar), Sandip Tarkas (Future Group), Amin Lakhani (Mindshare), Anupriya Acharya (Zenith Optimedia), Shuchi Singhal (Idea Cellular), Harish Shriyan (OMD), Sonal Dabral (Mudra), Rohit Gupta (SPN) and Neeraj Vyas ( SPN) are the eleven CXO's featuring in Dhun Project music video.

The first leg of The Dhun Project involves Sony MIX's contribution of Rs. 10 lakh towards helping a musician who needs medical support. The Dhun ambassador for this year is Roshan Ali.

On the other hand, the project is leveraging the crowd-sourcing platform Ketto.Org, co-founded by actor Kunal Kapoor to raise funds for SPIC MACAY to organize a series of events across the country that will enable heritage musicians to perform in schools and colleges.

Young students will be exposed to music performed by nationally celebrated musicians, who in turn will continue to earn a living from this artistic endeavor. (ANI-BusinessWireIndia)