9X & 9XM to combine as one hybrid channel

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INX Network has confirmed to BizAsia.co.ukthat it will be merging 9X shows to its popular 9XM brand, starting Monday 15th June.

9XM plans to widen its viewer base, catering to audience across age groups by providing various different genres of entertainment. The new programming line-up will comprise of the best of Bollywood music, fiction and mythological shows.

As part of the programming band, 9X shows will be shifted to 9XM, including ‘Black’, ‘Rasm-E-Rasoi’, ‘Dahhej’, ‘Mere Apne’, ‘Jiya Jale’ and others.

Other than 9X shows, the new look 9XM will continue to broadcast what it is primarily known for – full length Bollywood tracks, plus 9XM�s animated characters such as Bheegi Billi, Betel Nut and Bade and Chote from Bakwas Band Kar will further enhance the experience.

Commenting on the initiative, Arun Mohan, Group Director – Distribution, INX Media said, “The Channel is all set for the new run. It is definitely like the second innings in the UK with this new channel catering to a wider audience and attracting new viewers. I am confident that 9XM will continue to receive an overwhelming response from viewers.”

Vikas Varma, Head of Content and Programming, INX Media, said, “9XM, in its new avatar, offers viewers a varied genre of entertainment comprising of drama, comedy, mythological shows and the latest Bollywood songs. It is a perfect blend of television entertainment that will attract viewers across the length and breadth of UK.”

The new avatar 9XM will be available on Sky Digital EPG 829 / Freesat EPG 513 from Monday 15th June. It is not yet known what the network has planned next in the old 9X EPG slot.

It is thought the exercise is being undertaken in an effort to save money in the saturated UK Asian TV market and also the downturn in the economic climate. Also, 9X is currently in revamp mode in India after faring poorly in the TAM ratings. Recently the network has seen major changes in its management after Indrani Mukerjea and Peter Mukerjea parted ways from the management positions at INX Media (parent company of 9X and 9XM).

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