MUMBAI: After establishing itself in the Indian music market, Multi Screen Media’s music channel Sony Mix has now launched on dish network for the South Asian diaspora in USA.

The channel is amongst the latest additions from the Sony Entertainment Network bouquet that is solely dedicated to music. It features an extensive library of Hindi film songs spanning across eras.

Moving into the gap created by erstwhile music channels rechristened as ‘youth channels’ and other music channels dishing out non-music content as interstitial programming, Mix is confident that viewers shall enjoy that it remains true to the music genre.

Commenting on the launch, Sony Entertainment Television SVP international business-head of North America Jaideep Janakiram said, “We are proud to announce the launch of our music channel Mix on Dish Network for the discerning South Asian lovers of Hindi film music. We are confident that Mix will connect with every viewer with its variety of music and special programming. Mix is and shall stay true to music.”

Addressing the fact that other channels in the genre carry out comic interstitials to drive differentiation, Sony Mix aims to reinforce its brand promise of being a destination dedicated to music by providing musical factoids.

In addition to the extensive variation of music, the channel maintains its undeterred focus on content by producing packaged shows offering user generated content and people profiles executed in a musical fashion.

Dish director of programming Sruta Vootukuru said, “Sony Mix’s unique theme-based music format helps Dish deliver a better experience to our customers. Adding the Sony Mix channel compliments Dish’s robust international programming and enhances our South Asian offerings.”