INX Media launches 9XM in UK

[PRATHAM]

Televisionpoint.com Correspondent | Mumbai
After the launch of 9X in the UK, INX Media has now also launched its Hindi music channel, 9XM in the British country as a free-to-air channel on BSKYB's EPG slot # 828. 9XM's position in India as the number one music entertainment channel has remained unchallenged for last 42 weeks running.

Indrani Mukerjea, founder and CEO, INX Media, said, "We are delighted that 9XM has become the second channel from INX Media to be available in the UK. Its funky, irreverent and unique style of presenting full-length, current hit, Bollywood songs broke the mold of Music channels in India and made it immensely popular. It is a place young people can call their own and where they can enjoy the best of Bollywood's music and dance. We hope it will work its magic in the UK too."

In 9XM, VJs have been replaced by animated characters with appeal to the attitude. These 'dudes' are irreverent, funny, and opinionated. These characters appear between the smash hit Bollywood songs and are a high point in themselves.

9XM has also witnessed viewer interactivity with the SMS traffic to the channel averaging around 30,000 a day. It has also taken on a life of its own on the Internet, with 9XM and its characters being adopted by numerous Orkut and other user-generated online communities.

Says Indrani Mukerjea, "We are confident that this first-of-its-kind channel will do a repeat of its performance in India to capture the spirit of youth and become a cult music channel in the UK too.