A second Hindi music channel from India's 9X Media is to go on air from 25 February, showcasing "timeless" Bollywood songs from 1965 to 2000.
The new channel, called 9X Jalwa, will join sister Bollywood music channel 9XM, Punjabi music channel 9X Tashan and Marathi music channel 9X Jhakaas. It will initially be distributed free to air, according to Indian Television.
"We are launching 9X Jalwa on 25 February. The channel will play timeless hit music with melodies from 1965 till 2000. Competitors are airing either half-hour or one-hour slots. Our viewers will get a 24-hour channel to consume timeless Bollywood hits. We see a tremendous opportunity here," Punit Pandey, senior vice president and head of new business, 9X Media, told the online publication.
Amar Tidke, senior vice president and head of programming, 9X Media added: "We have handpicked over 2000 songs for airing on the channel initially. Viewers will relive the golden era of Bollywood melodies on 9X Jalwa. You will have to see it to believe it."
As well as being available on cable and satellite networks in India, following launch 9X Jalwa can reportedly be streamed online at www.9xjalwa.in.