9X Media launched an international music channel, 9XO, on 24 April 2012. After having launched five channels – 9XM, 9X Tashan, 9X Jhakaas, 9X Jalwa and 9XM UK – 9X Media Pvt Ltd is adding another channel to its kitty. 9XO is the sixth music channel from 9X Media.
The international music channel, 9XO, aims to bring the music video experience back full circle with no non-music programming whatsoever. Targeted at the upscale urban youth, 9XO will air English and International Music from across the globe.
Punit Pandey, Senior VP and Business Head, 9X Media, said, “Post a series of successful launches across the regional and Hindi markets and the launch of 9XM in the UK, we are pleased to present 9XO as an international music channel. The urban youth in India clearly feels the need for a platform that delivers International music in a great audio-visual format. With 9XO we believe that we will address this need gap by airing the best of English and International music.”
9XO's tagline is 'I'm On.' The channel packaging has been designed using pop-art influences from different periods which have been animated. There are elements of humour and attitude. "We worked with different creative agencies including Bombay Design House. The channel's look is different from the standard graphics that other channels use," says 9XO programming head Luke Keny.