MUMBAI: 9XM, the Bollywood music channel from the 9X Media stable, is relaunching in the UK on 14 February, a top executive confirmed.
The channel is reentering the UK market after a gap of two years and has signed on World Media Connect to handle its sales and marketing for the channel.
The free-to-air channel will be available on the Sky Digital platform Channel No 851.
9X Media Sr VP and business head Punit Pandey said, “The launch of 9XM in the United Kingdom is part of our growth plans. Bollywood music today has fans across the globe and we hope that the channel will have the similar success it had last time.”
In August 2009, the cash-strapped company had closed the general entertainment channel 9X and changed 9XM in UK to a hybrid music and entertainment channel. However, things didn’t turn up and the hybrid channel was also closed down in early 2010.
Pandey said that 9XM will have the initial format of back to back music with the animated characters. “The format remains the same like we have here and the characters will talk in relevant language,” he said.
9XM UK will have to fight with other music channels like B4U Music, Music India, Zing and Brit Asia TV.
9XM UK will air music apart from animated shows presented by animated characters, including Bade, Chote who host the most popular ‘Bakwaas Band Kar’ show, Bheegi Billi, Ullu Da Patha and Bollywood XTRA Large.
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