9XM beats others, gets to the top among music channels

9XM has regained its NUMERO UNO position among the key youth segment in India's music television genre, as per the latest TAM Data for Week 41, 2010. The 24-hour, all-time-prime-time channel dedicated to only the biggest and best hits of Bollywood music, has not only overtaken all other music channels but has also established an unprecedented leadership position in the world's biggest youth market. 9XM has garnered these GRPs by airing only their regular repertoire of Bollywood songs.

According to TAM reports for Week 41, 2010, 9XM has garnered 31.5 GRPs in the C&S 15-24 years, way ahead of all other music television channels in India. 9XM is also the highest gainer of GRPs in this key youth segment, gaining 8.1 GRPs, while majority of the Music Channels have slipped on their GRPs.

Commenting on 9XM's stupendous success, Amar Tidke, Head of Programming, 9XM said, "The TAM Data validates our belief that music is still the most preferred option on a music television channel. The new on-screen look of 9XM has received an overwhelming response from viewers across the length and breadth of India. We have seen the Channel being watched not only at home but in coffee shops, canteens, bars, shopping malls, gyms and other youth hangouts. The live streaming service ' 9XM Live (www.9xm.in), has also received a phenomenal response from viewers. I am confident that 9XM will continue its journey upwards, setting benchmarks in India's music television space."

9XM's iconic animated characters have been the preferred brand endorsers for many prestigious brands including Cadburys, Coke, Idea Cellular, Emami, HUL, ITC and Dabur, among others. The unique and innovative brand integration campaigns by Bheegi Billi, Bade-Chote and Betel Nuts have helped the advertisers and marketers reach out effectively towards its core target audiences.

Pawan Jailkhani, Executive Vice President, Sales, said, "9XM has a great brand affinity and a large loyal viewer base. The advertisers have huge expectations from us as the brand 9XM has always been the most efficient platform to reach out to their audiences. 9XM has played a key role in Clients' media plan and will continue to do so now with the brand regaining the No. 1 slot in the world's biggest youth market."

9XM has recently added two new animated characters ' Falli & Balli to its popular gang of 9XM Dudes. Falli & Balli entertain viewers with interesting and unique Bollywood facts through a show called FUNDA FRY. The show is a light-hearted take on some never-before-known facts.

9XM has also witnessed high level of viewer interactivity through social networking websites such as Facebook and Twitter having fan club groups and pages dedicated to Bade-Chote, Bheegi Billi, Betel Nuts, Badshah Bhai and Falli & Balli.

The new look of 9XM coupled with the improved connectivity and unique initiatives have once again made 9XM the leader among youth, in the Indian music television space.