INX Network Expands Distribution

MUMBAI, May 7: India’s INX
Network, the operator of three television channels—the
entertainment-focused 9X and 9XM, along with the recently launched 24-hour English-language
news network NewsX—has expanded its reach in the country to 63 million
viewers.

Launched last November,
INX Network’s music entertainment channel, 9XM, featuring a non-stop feed of
Bollywood hits, was followed a few weeks later by the rollout of 9X, INX’s
flagship Hindi-language general-entertainment network. 9X is now the third
most-watched general entertainment channel across the country in the 15-to-24
and the 4-and-older demographics, according to the Television Audience
Measurement (TAM) and aMap.

Meanwhile, the 24-hour
English-language news channel NewsX, which has 14 bureaus across India, debuted
last month. A dozen more regional channel launches are in the pipeline for
later this year, and international satellite distribution deals have been inked
with the U.K.’s BSkyB, among others. Brands such as Vodafone, Coca-Cola and
Emami have joined other international and domestic advertisers such as Virgin
Mobile, Hindustan Unilever, Nestle, Bajaj Auto, Nokia, Lenovo, Microsoft, Tata,
Sony Ericsson, Turner International and HDFC Standard Life to reach 38
million-plus young viewers tuning in to 9XM.

For 9X, the roster of
advertisers is led by companies such as Reliance Industries and Vodafone,
together with Bharti, Airtel, Colgate, Britannia Industries, Coca-Cola, Emami,
ITC, Kellogg, Nirma and Tata Sky. Hindustan Unilever Limited (HUL), the biggest
advertiser in the region, has made a commitment to partner with the channel for
three years.

INX Media’s founder and
CEO, Indrani Mukerjea, commented: “We have met all our major milestones and
targets, and our strategy remains to continue breaking new ground. Our
world-class team is committed to building general entertainment, music and news
channels in Hindi and a variety of other languages, so as to reach out to as
many people as is possible with compelling content created locally for Indians,
globally. For all our stakeholders—investors, partners, employees,
viewers and advertisers—we will continue to do so in ways that build long-term
value.”

—By Irene Lew