The opening numbers of 9XM has some good news for INX Media. For the past two weeks (week 44 and week 45), 9XM has scored higher than MTV and Channel [v] in terms of channel shares. The channel is just over a month old, and 9XM officials had decided against any advertising for the channel. The explanation given at the time was that the youth audience preferred to “discover things on their own, and only then they own the brand”.
Vikas Varma, Head, Music Entertainment Channel, INX Media, had stated during the channel’s launch that the core focus of the channel would be the 16-19 year old. Even if 9XM focussed on the youth audience (C&S 15-34), in various market parameters, the channel has grown week-on-week to take on every music channel.
Media experts are still reluctant to state that 9XM has already made a mark, but they do take cognizance of the fact that the channel’s distribution and the content have definitely put it on the radar. “If it continues in this manner, 9XM would definitely give some of the established players a run for their money,” they said.
If numbers are seen, in the youth TG in metro markets, weeks 43, 44 and 45 have seen 9XM jump every week and overtake MTV. B4U Music scores higher than Zee Music. The trends are the same in the all India markets as well. However, if the SEC ABC is seen, the gap reduces between 9XM and MTV in the latter’s favour.
However, this doesn’t discourage the channel. Varma said, “This is just the beginning. At 9XM, our challenge is to set a record every time and reach a newer height. Viewers have liked our channel and have spent more time watching it. This is also an indication of the loyal viewer that 9XM is creating for itself, and we are confident the channel will grow further.”
Data also shows that 9XM has fared better than newcomer Bindass, which is a GEC. Varma added, “9XM has captivated the hearts of its viewers – not only has it overtaken other music channels like MTV and Channel [v], it has also surged ahead of the GEC SAB.”