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India’s 9X Media launches new music TV channel

An international youth oriented music channel called 9XO is being launched in India today (24 April) by the 9X Media Group, adding to its existing five music channels.

Luke Kenny, programming head 9XO, said until now "there has never been a 100% pure international music television channel [in India]. With 9XO we would bring the music video experience back full circle to the way the audience likes it - uninterrupted, with no non-music programming whatsoever."

Kenny added: "The resurgence of Indian artists and bands playing English music has encouraged us to introduce a unique platform on 9XO called 'OmeGrown'. The platform will highlight Indian talent and will bring to the fore the multi-talented youth who are pursuing English music and its sub-cultures in creative ways."

Punit Pandey, senior vice president and business head, 9X Media, added: "The urban youth in India clearly feels the need of a platform that delivers international music in a great audio visual format. With 9XO, we believe that we address this need gap by airing the best of English and international Music."

Pandey also said the media group had worked with about 150 college students in the key metros to help advise on the channel's content and construction. The students will, he said, remain involved with all coming initiatives on both 9XO's TV channel and its digital platform.

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