he first channel from the INX Media stable is out and will soon be available across several cities. 9XM, a dedicated music channel, hopes to be a cut above the rest and will play only Bollywood songs. So what's different?

"When we set out to launch the music channel, we asked, do we really need another music channel, because there already are so many out there?" Vikas Varma, head, Music Entertainment Channels says. However, the channel observed that many music channels had increased their non-music content to such an extent that they almost morphed into general entertainment channels. "There were self-fulfilling VJs with American accents and the focus was no more on music, but rather on content such as reality shows or serials." Varma explains. ... more