9X Media launches 9XE, a bi-weekly show on Bollywood; extends it digitally

It is one of the first shows on the music channel with view to generating a constant viewership for the channel along with extensive digital presence

by exchange4media Staff
Published - Sep 10, 2014 3:59 PM Updated: Sep 10, 2014 3:59 PM
9X Media launches 9XE, a bi-weekly show on Bollywood; extends it digitally

9X Media has recently released 9XE, a new bi-weekly show which is showcased as a destination for celebrities, Bollywood buzz, scoops, fashion, style, Twitterati, etc. The show which premiered on 5th September and will be broadcast from Friday to Monday at 9 pm is one of the first shows on the music channel with view to generating a constant viewership for the channel.

The show will feature stars of B-Town such as Ajay Devgan, Akshay Kumar, Aamir Khan, Salman Khan and Shahrukh Khan to Ranbir Kapoor, Ranveer Singh and Arjun Kapoor, Kareena Kapoor, Katrina Kaif, Priyanka Chopra, Rani Mukherjee, Deepika Padukone, Aliya Bhatt, Parineeti Chopra and Sunny Leone. The show will be hosted by Canadian actor and former Kingfisher Calendar Model, Mia Uyeda.

Speaking about 9XE , Amar Tidke – SVP & Head of Content, 9X Media said, “The one key difference is that the show extends onto the second screens and there is a huge digital play all along. All through the week on the digital front there is blogs, articles and videos that are being generated which viewers can interact with and consume more of all through the week, which is unlike anything else that is currently there. There are shows and there are destinations, this show marries both of them. 9XE is the show and there is a special digital platform called 9XE.com.The idea is to generate fresh content which is specific to the digital audience which is used to consuming a lot more, in terms of tonality, than on air. Hence, there will be separate content that will be generated for the digital platform which will different from on air content.”

Commenting on the digital initiatives for 9XE, Vibha Gosher – SVP & Digital Head, 9X Media said, “9XE.com and the 9XE Android Application are designed to be treats for our Bollywood fans. We have created these destinations to celebrate Bollywood – movies, music, legends and icons. The digital tribe has been extremely encouraging getting us fantastic engagement across all our 9XM initiatives. They will be able to consume and engage with 9XE across all their favourite digital hangouts. We have created exclusive content for this tribe in the form of Quick 5, Newsdesk, WordPlay and lots more... We plan to enthrall the audience with the best of Bollywood content with a fun twist customized for our loyal screenagers.”

9XE will also have a complete presence on social media platforms - Facebook, Twitter, YouTube, Pinterest, Instagram, Google+, WhatsApp and WeChat, along with the webisodes on YouTube. Consequently, the shows presenting sponsor is WeChat and senior sources from the channel have said that there are other brands associating with the show which they will be announcing soon. 

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