9XM, the music channel from INX Media, has had a very positive run as far as ratings are concerned and has been the top seed among Hindi music channels. However, till just a day back, the channel had been bereft of any advertising. Probal Gaanguly, Group Director, Revenue Management (Advertising Sales & New Media), INX Media, said that the pitching for 9XM had begun only now.
He added, “A few clients, however, have shown interest only in 9XM and so we have updated the site with packages only for 9XM.” Of the online packages, 9XM seems to have sold three, from the 10 available. Gaanguly divulged that two of these were Nestle and Turner. He said, “At present, I can only say so much since these clients are beginning their activity now.” He informed that Nestle would’ve begun their activities on December 6, 2007.
A coup of sorts for the channel comes with HUL signing a three-year deal with 9X. HUL, however, doesn’t come as a Club INX member that has so far seen advertisers such as Reliance Industries, Future Group and Vodafone in its fold. Gaanguly explained, “HUL was keen on a long-term relationship with us, but they didn’t want to avail all the advantages that we have for the Club INX members. This is one of the first long-term deals signed out of Club INX.”
In a prepared statement, Rahul Welde, GM, Media Services, HUL, said, “We are very excited at the opportunity that 9X presents in the Hindi general entertainment space. Their plan and the package look impressive, and we look forward to a strong association with the INX Network in years to come.”
With its online offering and clients like Nestle, HUL and Turner coming into its fold, in addition to the other clients that INX has, things seem to be on the right path for the channel. More importantly, this appears to be a vindication of the observation of many industry analysts that the GEC space might look cluttered, but there was still space for everyone.