9XM completes a year of unchallenged leadership
Ankit Jain - Televisionpoint.com | Mumbai
It isn't so bad being a new television channel, after all, it's particularly good if you are a new music channel. Consider 9XM, the music channel from INX Media, which completed its first year of operations on October 19, 2008, has crashed into the top 10 channels as per TAM Media data in the CS 15-25 years, Hindi speaking markets in the Week 40 of 2008.
9XM's performance has created more of a flutter, and the folks at helm aren't taken aback with their good show. The channel, which is primarily targeted at age group of 15-25 from SEC AB, has differentiated itself in terms of treatment and packaging.
A senior media analyst explained, "9X and NewsX have not done great for INX Media, but 9XM has had a dream launch for them. 9XM has clearly identified the need gap very well. However, it may still be a bit too early for INX Media to be popping the champagne, as the other two channels have not impacted the market shares of other channels."
"We offer Hindi music, a segment that was ignored by other channels, and we are not into reality shows or lifestyle shows. I must thank the viewers and my single-digit team, who have made 9XM such a big success." says Vikas Varma, head of music, entertainment channels, 9XM.
In the C&S 4 years+ age group, MTV gets around 11-13 gross rating point (GRP), while 9XM gets 45-50 GRPs. In the C&S 15-25 years age group, MTV garners around 18-20 GPRs, whereas 9XM is usually at 70 GRPs. 9XM has also increased the share of the music genre in terms of GRPs. In 2007, among C&S 15-24 age group, the music genre was at 72 GRPs, while in 2008 it grew to 113 GRPs. In C&S 4 years+, the music genre was at 47 GRPs in 2007, while in 2008 it is at 71 GRPs.
The music channel does not has an VJs hosting any of the shows. Instead, it has created few animated characters, who aim to add the fun factor to music – 'Bheegi Billi', who is unsuccessful in love, bad at studies and likes to sing and play the guitar; 'Bade and 'Chote', two bacterial germs who live in city gutters and joke about different issues; and 'Beetle Nuts', a group of boys from Lucknow who have come to Mumbai in search of higher education.
"I believe VJs are boring and very conventional. They normally don't speak any sense but become speed breakers in the pure enjoyment of musical entertainment. If you are presenting a music channel, then you must concentrate on the music, not on boring wanna-be people around the music." explains Varma.
The logo of the channel keeps changing colour and performs jumping actions while songs play. The titles that introduce songs use movie logos instead of plain fonts. The channel frame has a ticker at the bottom, flashing jokes, contests, SMSs, downloads and love messages. The frame also has parallel story boards running along with songs – the animated characters perform funny acts and pass amusing comments.
It isn't so bad being a new television channel, after all, it's particularly good if you are a new music channel. Consider 9XM, the music channel from INX Media, which completed its first year of operations on October 19, 2008, has crashed into the top 10 channels as per TAM Media data in the CS 15-25 years, Hindi speaking markets in the Week 40 of 2008.
9XM's performance has created more of a flutter, and the folks at helm aren't taken aback with their good show. The channel, which is primarily targeted at age group of 15-25 from SEC AB, has differentiated itself in terms of treatment and packaging.
A senior media analyst explained, "9X and NewsX have not done great for INX Media, but 9XM has had a dream launch for them. 9XM has clearly identified the need gap very well. However, it may still be a bit too early for INX Media to be popping the champagne, as the other two channels have not impacted the market shares of other channels."
"We offer Hindi music, a segment that was ignored by other channels, and we are not into reality shows or lifestyle shows. I must thank the viewers and my single-digit team, who have made 9XM such a big success." says Vikas Varma, head of music, entertainment channels, 9XM.
In the C&S 4 years+ age group, MTV gets around 11-13 gross rating point (GRP), while 9XM gets 45-50 GRPs. In the C&S 15-25 years age group, MTV garners around 18-20 GPRs, whereas 9XM is usually at 70 GRPs. 9XM has also increased the share of the music genre in terms of GRPs. In 2007, among C&S 15-24 age group, the music genre was at 72 GRPs, while in 2008 it grew to 113 GRPs. In C&S 4 years+, the music genre was at 47 GRPs in 2007, while in 2008 it is at 71 GRPs.
The music channel does not has an VJs hosting any of the shows. Instead, it has created few animated characters, who aim to add the fun factor to music – 'Bheegi Billi', who is unsuccessful in love, bad at studies and likes to sing and play the guitar; 'Bade and 'Chote', two bacterial germs who live in city gutters and joke about different issues; and 'Beetle Nuts', a group of boys from Lucknow who have come to Mumbai in search of higher education.
"I believe VJs are boring and very conventional. They normally don't speak any sense but become speed breakers in the pure enjoyment of musical entertainment. If you are presenting a music channel, then you must concentrate on the music, not on boring wanna-be people around the music." explains Varma.
The logo of the channel keeps changing colour and performs jumping actions while songs play. The titles that introduce songs use movie logos instead of plain fonts. The channel frame has a ticker at the bottom, flashing jokes, contests, SMSs, downloads and love messages. The frame also has parallel story boards running along with songs – the animated characters perform funny acts and pass amusing comments.
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