Sony Mix - Addressing the long tail of music (traditional media)
I don't even need to speak how Apple changed Music Industry using iTunes.
Most importantly, they tapped the long tail of songs which were almost impossible to sell for the Brand labels and impossible to buy for music affectionados. They end up contributing to roughly 10%-15% of the iTunes music sales now.
To understand in more detail as to long tail has contributed to iTunes Marketplace, check out Ryan Hupfer's graph.
In India, a similar effort in now being forged by Sony Mix, the new music channel by Multi Screen Media Pvt. Ltd. (a subsidiary of Sony Pictures Entertainment).
In their "About Us" they explain their product positioning as "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, we are confident that viewers shall enjoy MIX as a channel that remains true to the music genre."
A good stab at MTVs and Channel V, I completely agree with them that their is a dire need of pure Hindi music channel. But what really remarkable is the way they are using, "Long Tail" of Hindi songs, to make sure that content is not just fresh but addresses all different kind of audiences, all day long.
Kudos to them for taking the brave step!
To top it up, checkout their innovative marketing strategy