Hindi Music Channel Heads to the U.K.

LONDON/MUMBAI, August 25: Following the successful launch of its
flagship Hindi-language general-entertainment channel 9X in the U.K., INX Media
has rolled out 9XM, a 24-hour Bollywood music offering, as a free-to-air
network on BSkyB’s electronic program guide (EPG).

For the new service, 9XM VJs have been replaced by animated
characters: Chote and Bade of Bakwaas Band Kar, who live in a dried up road-side fire hydrant; Bheegi Billi, an
oft-melancholic guitar player; The Betel Nuts, an Urdu couplet-speaking
foursome; Mac, a worm who waves banners and wriggles across the screen in
between songs; and a shark that menaces all the other creatures.

Indrani Mukerjea, the founder and CEO, INX Media, said,
"We are delighted that 9XM has become the second channel from INX Media to
be available in the U.K. Its funky, irreverent and unique style of presenting
full-length, current hit, Bollywood songs broke the mold of music channels in
India and made it immensely popular. It is a place young people can call their
own and where they can enjoy the best of Bollywood’s music and dance. We hope
it will work its magic in the U.K. too."

—By Kristin Brzoznowski