When INX network launched its flagship music channel 9XM last October, little did they know that they will be planning more music channels soon enough.
Officials say that 9XM will always remain a Hindi music channel. However, looking at the needs of the audiences and opportunities in the music space, the company may launch regional language music channels. The alternative channels may also explore different genres of music.
Vikas Varma, head of music and entertainment channels, INX Media, said, ?There are certain thoughts in the pipeline. We did an internal research before launching 9XM. The ?so-called? music channels were focused on reality shows, fiction, shows and other programmes. Basically, they were doing everything else, but music. There was a huge vacuum in the market and clearly, there was a need for a dedicated music channel. So, it was important for us that we keep our focus intact that we are a music channel,? added Varma.
?We focus on playing full-length songs. We are focused on our animated characters and the colours of the channels, which are very vibrant.?
According to TAM, the channel had a steady, healthy growth since its inception last year. In terms of GRP, the channel has left two rivals, MTV and Channel V, much behind. In C&S 4+ HSM (Hindi speaking market), the GRP of 9XM is close to 50, whereas MTV fluctuates between 10-20 and Channel V around 10-15. Interestingly, in C&S 15+ HSM, the GRP of 9XM is almost 90, MTV is between 45-50 and Channel V around 10-20.