In another attempt to strengthen its viewer connect, ABP News had recently released new bumper music for its refreshed identity. This fresh take on bumper music which embodies the new personality of the channel, aims to act as a relatable medium to its viewers.
Extremely subtle in its execution, the new music is a perfect blend of classical and modern. It echoes the feel of tranquility, while at the same time uplifts the listener in a gentle way. Instead of being roaring and full-throated, the channel has taken a calmer route, to blend in with the viewers’ everyday chores. It creates an ambience which harmonizes with the viewers’ everyday life, allowing them to relish it even when it’s playing in the background.
The new music has been composed by Subhajit Mukherjee, a music composer and producer who primarily works in the advertising industry. He has worked on more than 500 ads for brands like Airtel, Vodafone, Coca Cola, Amazon, KIA, Hero, Mariti Suzuki, Pepsi, Flipkart, and ITC, among many others. Instead of creating a long melodic structure, Mr. Mukherjee has created a short flute trail which plays on loop with different variations, so it can be easily recollected by the listener.
The brand new bumper music commingles perfectly with the new concept and identity of ABP News. The meld of classical instruments like flute & sitar, along with the western undertones of electro-house, give the bumper music a timeless appeal. Not only that, the music reaches out to all sorts of viewers – whether it’s the Baby Boomers, Millennials, or Gen Z. It has something in store for everyone.
On this new offering, Mr. Avinash Pandey, CEO, ABP Network said, “An identity change does not just mean changing our visual look. Our goal has always been to provide a holistic experience to our viewers, which focuses on all aspects of change – even music. We want every element of our new identity to stand out and connect with the audiences, in order to create a distinctive, innovative, and memorable viewing experience.”
About ABP Network
An innovative media and content creation company, ABP Network is a credible voice in the broadcast & digital sphere, with a multi-language portfolio of news channels reaching 535 million individuals in India. ABP Studios, which comes under the purview of ABP Creations – the content innovation arm of the network – creates, produces, and licenses original, path-breaking content outside of news. ABP Network is a group entity of ABP, which was incorporated almost 100 years ago and continues to reign as a leading Indian Media Conglomerate.
