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9X Jalwa refreshes, goes ‘Forever Young’

9X Jalwa - new look - pic 2MUMBAI: After refreshing its Bollywood music channel 9XM, 9X Media Network has given a younger look to its all time hits Bollywood music channel 9X Jalwa.

Getting a ‘Forever Young’ tagline, the channel will feature a young, contemporary look with vibrant colours on the horizontal canvas on the screen.

The change will take place from 10 June.

The tagline is targeted at viewers across all age groups who enjoy music that is “enduring and forever young”. It also reflects the Bollywood playlist and music construct on the channel that never grows old.

What prompted the change is the positive feedback, increase in time spent and traction from viewers for music spanning the last two decades. 9X Jalwa - new look - pic 19X Media SVP and content head Amar Tidke tells TelevisionPost.com, “Since the stickiness was increasing, we thought to make it central to the programming on the channel. There was a lot of traction, and we were seeing numbers particularly for music from the last two decades.”

The new look will be further complemented with three new music blocks, giving viewers a fresh playlist to enhance their experience. The three new blocks include ‘Hits Forever’ – airing music from the last three decades between 7 am to 10 am and 7 pm to 10 pm; ‘Melody Forever’ – showcasing popular music from the last two decades from 10 am to 1 pm and 4 pm to 7 pm; and ‘Love Forever’ – featuring romantic tracks from 1 pm to 4 pm and 10 pm to midnight.

9X Jalwa programming head Imtiaz Bhagdadi said, “The new look further fortifies the 9X Media promise of providing the best music viewing experience on television. Along with the new packaging, the channel will also introduce Forever Dance, an hourly band dedicated to Bollywood dance numbers.”

Moving from its tagline of ‘Hit Baby Hit’, the channel aims to speak to the constantly evolving audiences that are looking for something new.