he newly-launched music channel, 9XM has reason to celebrate. According to TAM Media Research statistics for C&S; 15-24, HSM (hindi speaking markets), 9XM has garnered top position in the music-channel space. In January 2008, the channel�s genre share was 49 per cent, way ahead of MTV (23 per cent), which was at second spot and Channel V (11 per cent), which was third. That�s a roaring start for 9XM that was launched in October 2007.

How did 9XM detract its strongest competitors, MTV and Channel V, which are not just popular music channels but also brands in themselves? Calling these channels �old�, Vikas Varma, head, music entertainment, INX Media, says, �These channels are what my dad grew up watching and worshipping.� He believes that 9XM�s core proposition of being true Bollywood music channel is paying off. �9XM is strong, vibrant, colourful and eternally optimistic. Its king is Shah Rukh Khan, prince is Ranbir Kapoor and it loves Hindi movies,� is Varma�s rather poetic summary of the channel�s proposition. ... more