MUMBAI: 9X Media, the company controlled by private equity firm New Silk Route, is launching its 24-hour contemporary Punjabi music channel, 9X Tashan, on 31 August.

The Punjabi channel?s tagline is "Yaaran Da". It will have Punjabi music videos including folk, popular and Bollywood.

9X Tashan will be streamed live online on the channel?s website, www.9xtashan.in, and on the mobile platform.

9X Tashan will have a theme song which has been recorded with singers and musicians from the Punjab region. The number, titled ?Tashan? Yaaran Da?, has been recorded by singers including Wadali Brothers, Jaspinder Narula, Inderjeet Nikku, Nachhatar Gill, Feroz Khan, Jaidev Kumar, Sardool and Sikander.

The music is composed by Jaidev Kumar with lyrics by Baljinder S. Mahant, the programming head for 9X Tashan.

Indiantelevision.com had first reported that the Punjabi channel would be launched this month-end.

The channel will also air a series of humorous animated shows presented by animated characters who are part of the 9X Tashan Gang. The gang will entertain viewers with jokes, and anecdotes from Punjab.

The Bade-Chote animated characters on 9XM are now set to entertain the Punjabi speaking viewers with their animated show called Bakwaas Band Kar -- in a Punjabi avatar. Other characters include Bhabi, Falli -- Balli, and Ullu Da Patha.

9X Tashan will have to contest in a market that is flooded with channels like PTC Chak De, ETC Punjabi, Balle Balle, Lashkara and MH1. And to find distribution on cable networks, the channel has earmarked a budget of Rs 60 million on distribution in the Punjab, Haryana, Chandigarh and Himachal Pradesh (PHCHP) markets.

The company believes that with a targeted approach, the channel will have an edge over the others. A senior sales executive said that even though the PHCHP belt is a B1 market for sectors like telecom, automobiles, beverages and FMCG, there is potential to expand the ad pie.

9X Media Group SVP and business head Punit Pandey said, "The channel will offer a wholesome dose of entertainment to all Punjabi music aficionados. 9X Tashan will air the latest and best Punjabi music across all genres - pop, romance, underground, action, folk, etc - interspersed with rib-tickling short episodes of characters created in 3D animation. We plan to create a loyal viewer following with our animated characters similar to that of 9XM."

9X Tashan MD Sandip Bansal MD added, "We are pleased to partner with 9X Media Group and launch a channel that combines the traditional and modern sounds coupled with the vibrant colours of Punjab. 9X Tashan has an up-tempo, vibrant, happy and humorous personality."