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9XM to hold 2nd on- ground event ‘Laughter Shots’ on 4 Oct

MUMBAI: Bollywood music channel 9XM
is firming up its foray into the on-
ground events space with a new
humour-based event called ‘Laughter
Unlike the concert featuring Arijit
Singh which the channel had organised
earlier this year, ‘Laughter Shots’
will have a smaller scale with comedy
as the core.
It will be held on 4 October at the
Little Door in Andheri, Mumbai, and
feature stand-up act Improv Comedy.
Speaking about the event, 9X Media VP
marketing Kapil Sharma said, “9XM
stands for music and humour. We have
done an event in the music space, and
since comedy also plays an important
role in 9XM, we thought of exploring
this segment through ‘Laughter
The on-ground event will be held once
or twice a month. The channel aims to
leverage engagement with its viewers
through this property by designing
special content for its digital
Sharma revealed that a team from the
network will be shooting ‘interesting’
moments from the live stand-up act
to upload it on the network’s YouTube
“We will not be shooting the entire
act, just some small 5–10-minute
snippets, and make them available on
our digital channel where we can
reach out to a larger audience. As of
now, there are no plans to bring this
content on TV, and humour will be
presented on TV through music and
the animated characters only,” he
Going ahead, the network plans to
host five more events by January at
the same venue. Based on the
response to the events, the network
is laying out a plan to expand
‘Laughter Shots’ to other metro
cities as well including Pune, Delhi and
Although entry to the event will
require a ticket, there will be
provisions for food and alcohol for
which the audience will have to pay.
“We are not looking at it from a
revenue perspective and are doing it
to build our presence on the digital
platform. It’s basically a marketing
initiative and is not an expensive
property. We are hoping to generate
good returns in terms of
engagement,” Sharma stated.
The event has already roped in Fosters
as the beverage partner, and is in
discussions with more brands.
The network is also working on more
events in the music and humour space,
which it will unveil within the next six

9XM to hold 2nd on-ground event ‘Laughter Shots’ on 4 Oct

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