9XM charts an aggressive digital strategy

 9XM’s unique concepts in the digital space will enable viewers to access music content anytime and anywhere.

e4m by Suraj Ramnath
Updated: Jan 2, 2012 2:23 PM
9XM charts an aggressive digital strategy

Bollywood Music Channel 9XM has taken a huge leap in the digital space by introducing many unique concepts on the internet for its viewers. The channel, in partnership with hungama.com, India’s premium digital entertainment storefront, has launched an online Bollywood Music Store - ‘9xm.hungama.com’ and 9XM Radio – the on-the-move radio for Bollywood Songs, Celebrity interviews, Bade Chote Bakwaas, etc. 9XM is also offering Bollywood Caller Tunes on the channel giving its viewers an instant opportunity to set caller tunes of the latest songs aired on the channel. The services are available on web, WAP and IVR.

Commenting on the partnership with Hungama, Vibha Gosher, VP - Digital, 9X Media Group said, “We are partners with Hungama for most of our digital platform. Since we play all the contemporary music and Hungama too has the same content, it made a lot of sense to do partnership with them. 9xm.hungama.com will provide music lovers an opportunity to sample, select and download their favourite full length Bollywood music tracks and also movie trailers from a comprehensive catalogue of over 1,00,000 songs across various genres.”

Apart from music there are other attractions for viewers. Gosher added, “The site will also provide an opportunity to viewers to download 9XM’s iconic characters in the form of videos and wall papers on their mobile phones.” The modus operandi is not complicated either. Viewers can SMS MSTORE to 54646 from their mobile phones or log on to 9xm.hungama.com. One song and ringtone will cost Rs 10. Then four pieces of content will cost Rs 20 and there is also a package of Rs 99 for unlimited downloads in a month.

About 9XM Radio, Gosher said, “9XM Radio is music on the go. To get 9XM Radio, viewers need to dial 54646996 from their mobile phones. Viewers can also set the best and latest songs aired on the channel as caller tunes on their mobile phones through the Bollywood Caller Tunes initiative introduced by 9XM. One can sms the unique song code that is displayed while the song is aired on the channel and send to 54646 or sms BOLLYTOP to 54646 to get the top Bollywood Caller Ring Back Tunes.”

Adding further on the focus areas for the 2012, Gosher said, “We are coming up with lot of apps for the New Year. We are also coming up with a lot of animated characters on our channel.”

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