9X Media Group is expanding its bouquet of channels with the addition of 9X Jalwa. The group already has three music channels – 9XM Haq Se, Punjabi music channel 9X Tashan, and Marathi music channel 9X Jhakaas.
9X Jalwa, which will launch on February 25, 2012, will carry the tag line ‘Koi Shaq’. The channel will be especially dedicated to, what it calls, ‘Timeless Music’. All the creatives as well as channel packaging has been done by Point Break media agency.
Speaking with exchange4media, Punit Pandey, Senior VP and Business Head, 9X Media Pvt Ltd, said, “9X Jalwa will air melodious, romantic and most rocking music from Hindi movies covering the era from the mid-sixties to the early 2000, rather we can say from RD Burman to ‘Dilwale Dulhaniya Le Jayenge’.”
On the need to launch such a channel, he said, “If we look at the other channels and the demand, there is a slot for this type of channel – catering to the 25+ generation, who is into old hits songs from the 90s.” He further remarked, “There are other players who entertain the audience with retro music, but that’s only for a short period of time. If a person wants to listen to music from the old pocket of Bollywood anytime of the day, there is no such option available.”
Speaking about the promotion strategy, Pandey shared that 9X had a strong audience connect due to its other music channels, which would also serve as the main platform for airing the promos for the new channel. This apart, online platforms like Facebook, etc., are also being used. “The audience will have live streaming facility through our website, www.9xjalwa.in. 9X Jalwa will also be available live across various mobile TV platforms such as Yupp TV, Zenga TV and Apalaya TV.” Pandey added.
Besides playing back-to-back timeless Bollywood music, 9X Jalwa will also feature short format shows, humour-led character interstitials and trivia-based slate-shows. Some of the shows on the channel include ‘Halkat Sawal’, ‘Kassette Kahaniyan’, and ‘Bolly Brands’, among others. The channel will also have special bands dedicated to various moods of music such as ‘Melody Zindabad’, ‘Dil Se’ and ‘Blockbuster Beats’.