Popular Hindi/Punjabi music channel, 9XM will become the second in its genre to become BARB rated from mid-October.
As reported first in our BizAsia Industry Whisper last week, 9XM will join the plethora of other Asian broadcasters to get its audience officially measured by the third party body. Zing, which is its closest rival has thus far claimed supremacy as the most watched Bollywood music channel in the UK. It remains to be seen if Zing continues as that or 9XM topples it from the coveted position.
9XM recently tweaked its output by increasing the number of Punjabi music videos, mainly down to the success of Punjabi cinema and the popularity of such music in the UK.
9XM will become BARB rated from Monday 15th October.