9XM to enter into Licensing & Merchandising

Bollywood Music Channel ' 9XM, has partnered with Kids Media India Pvt. Ltd (KMI) to create a full licensing & merchandising program around the Channels' popular characters ' Bade-Chote and Bheegi Billi by extending them into the product & promotional licensing space in India.

Commenting on the initiative, Pawan Jailkhani, Executive Vice President, Sales, INX Media Pvt. Ltd, says, "Bade-Chote and Bheegi Billi have become icons in their own right and are the preferred brand endorsers for several prestigious advertisers on 9XM. We think it's time now for these characters to come out of TV screens and closer to their fans through platforms, such as retail, mobile, internet, etc. We plan to build the L&M business which has a huge potential in India, given the rising popularity of character based licensing. We are pleased to partner with KMI in this venture and are confident that Bade-Chote & Bheegi Billi will have an equally successful retail stint with Indian consumers."

Says Rajiv Sangari, CEO, Kids Media India Pvt. Ltd, "The characters on 9XM have been very successful in connecting with the viewers and have a huge fan following. With this affiliation in mind, we aim to capitalize on the existing popularity of the characters and build a robust, long term, sustainable brand program around Bade-Chote and Bheegi Billi. Over the next two years, we are hoping to explore categories like apparel, accessories, back to school, stationery, toys & games along with innovative promotional

9XM's licensing & merchandising initiative will further enhance the Brand's existing strong presence beyond television and the internet. The Consumers in India will now be able to own a range of apparels, accessories, stationery, toys and games featuring Bade-Chote and Bheegi Billi.