NX Media’s satellite-delivered music channel 9XM claims it has an unprecedented leadership position in only three months since its launch in October 2007.

According to industry figures released for the key Indian youth demographic of 15-24 year-olds, the channel – which takes a fresh approach to presenting music – has achieved a more than two fold audience share lead over Viacom۪s global youth music brand MTV, and an audience share in excess of seven times that of News Corporation۪s STAR TV music platform Channel [V], both of which have been active in the sub-continent for over ten years.

“9XM has filled a void in the music television space. It has created a distinctive new space in music and entertainment that targets the needs and attitudes of youth, and not just the demographics,” said Anthony Pettifer, Group Director, Brand and Communication, INX Media. “That۪s why we۪ve seen the channel being watched not only at home, but in canteens, colleges, bars, shopping malls, gyms, coffee bars and eateries. We۪ve even seen it being played in streets outside McDonald’s restaurants.”

9XM’s sister channel 9X launched in November last year. 9XM is planning a UK launch this year.