NX Network has moved a step closer in launching its music channel 9XM in the UK.
9XM has been added to Sky EPG 829 replacing ‘DD India’, which was removed from the platform in June.
The channel is currently showing music videos in blocks, with full programming expected to start sometime next week, according to sources close to BizAsia.co.uk.
9XM uniqueness is that it will have no VJs but instead resort to animated characters who will read and speak the minds of its youth target audience. The three animated characters Bheegi Billi, Bade Chote and Beetels have one thing in common: they hate their teachers. They will crack jokes throughout and personify various attitudes of the youth.
Speaking about the programming and scheduling Vikas Varma told IndianTelevision, “Its all about placing the songs right. All the music that we will play has been researched and the most highly rated song will have the maximum rotation.”
The channel boasts of 100% music videos throughout the day without any non-music programme.
“There is a dearth of music in other channels. We would be playing around 10 songs every hour. All of them will be full songs,” added Varma.
9XM is the UK’s fourth Hindi music channel after B4U Music, ZEE Music and Music India. 9XM is INX Network’s second channel in the UK after the success of its flagship entertainment service 9X, which is available on Sky EPG 828.
Previously INX Network had purchased the old DD News EPG slot to launch 9X and with developments today, it seems it has done the same with the slot left vacant by DD India.
9XM is available on EPG 829 on Sky Digital.