General Hindi entertainment channel 9X is continuing its good run in India by holding tight to the number 3 slot during the much contested IPL cricket.

Whilst other channels have witnessed their figures fluctuating in the last month due to the ongoing IPL, 9X has managed to hit its first century in the C&S 4+ yrs segment by garnering a massive 103 GRPs across Hindi speaking markets.

As per TAM GEC report card for Week 21, C&S 4+ yrs ,9X secured 103 GRPs; Sony Entertainment Television Asia – 90 GRPs; NDTV Imagine – 77 GRPs; STAR One – 72 GRPs; Sahara One – 64 GRPs; STAR Plus – 319 GRPs; ZEE TV 227 GRPs.

“Before IPL, in week 15, 9X was at 77 GRPs, and it has grown steadily during the IPL because we are not dependent on just four hours prime time programming, but have consistent quality right across the schedule throughout the day. 9X has been planned as an ‘all-time prime-time’ channel, and that is what has helped us to grow slowly but surely,۝ commenting on the strong performance of 9X, Indrani Mukerjea Founder & CEO – INX Media, said.

There was further good news for INX Media, the parent group of 9X and its music channel 9XM. The latter has officially been confirmed as the number one music channel in India, as per Week 21 data from TAM. 9XM retains its massive lead over the rest of the field in its genre with 54 GRPs in C&S 4yrs+, followed by MTV 19 GRPs and Channel [V] -7 GRPs.

9X is currently available on Sky Digital channel 832. 9XM is also eyeing a UK launch later this year.

Watch out for the exclusive interview with INX Media’s Indrani Mukerjea on BizAsia.co.uk this weekend.