MUMBAI: National Geographic Channels International (NGCI) has launched Nat Geo Music, a 24-hour music channel. It will debut on 15 October in Italy on the Sky Platform to 4.2 million subscribers.

Securing the support of multi-national labels, Nat Geo Music channel will feature top artists from international as well as local repertoires.

Nat Geo Musics label partners include EMI Arabia, Warner Music Latin America, Sony/BMG Asia and Universal Italy. Following the launch in Italy, further expansion of Nat Geo Music is expected globally.

Nat Geo Music celebrates diversity through music, connecting viewers with other cultures through this universal language. Along with major label partnerships, Nat Geo Music has also secured deals with prominent independent labels such as Razor & Tie, Because, Wrasse and Gallo Music Group. Featured artists will include Grammy award-winner Ben Harper; Beninese chanteuse and Grammy award-nominee Angelique Kidjo; and the acclaimed Spanish band Ojos De Brujo.

NGCI CEO David Haslingden says, Nat Geo Music fills a significant void in current conventional music offerings. With its international scope, not only are viewers able to explore their world using music as a vehicle, they are tuned in to ground-breaking sounds that are transforming the industry globally.

Nat Geo Music takes its viewers on a musical journey around the world, broadcasting music videos, concerts, interviews and documentaries with a focus on stories that make music a vehicle for a better understanding and appreciation of todays global community.

It includes interviews with artists and Geo Sessions ?“ 30-minute programmes that feature intimate acoustic concerts with artists like Ben Harper, Bebel Gilberto, Knaan, Michael Franti and Gogol Bordello. The schedule will integrate music videos with short clips that examine and celebrate the cultures behind the music.

Primetime scheduling blocks include: --Place Jam?“ This is a weekly 60 minute block focussing on music from a specific country

--We Love - This is a weekly block dedicated to artists and genres that we love (e.g. We Love Reggae, We Love Caetano Veloso)

--Music Nomad?“ This weekly block connects the spirit of travelling to music

--Untz?“ This is a Friday and Saturday night two-hour dance block

Nat Geo Music complements the recent launch of the National Geographic`s Music and Radio unit ?“ created to inspire people to care about the planet through music. For much of its programming and its events, the channel will partner with the National Geographics Music and Radio as well as its National Geographic Live! event group.

An alternative to the mainstream, Nat Geo Music aims to be progressive and experimental, highlighting ways in which local sounds are evolving to influence artists from different backgrounds and places.