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9X Media celebrates freedom with various themes

MUMBAI: 9X Media is celebrating the Independence Day with various themes for its Bollywood music channel 9XM and international music channel 9XO.

9XM will present the theme ‘Freedom Haq Se’ through its initiative ‘Freedom V/S Freedom’, for which it has tied up with Yash Raj Films’ upcoming movie ‘Mardaani’. Thus, Rani Mukherjee will be seen on the channel, conveying messages on an individual’s right to freedom.

The channel will emphasise ‘not taking advantage of the freedom you have’ to warn people against listening to loud music in public places and clicking selfies, the latter being a rage among today’s youth. 9XM has created special videos for the same which will be promoted on air and across digital platforms.

9XM programming head Sunder Venkatraman said, “We are pleased to present our new initiative ‘Freedom V/S Freedom’ for this Independence Day. The initiative is in collaboration with the forthcoming movie ‘Maardaani’. It conveys an important message that every individual has a right to freedom and it’s about exercising freedom responsibly.”

Meanwhile, the network’s international music channel 9XO will follow the theme of ‘Feel Free To…’ that enables viewers to ‘Believe What You Want’, ‘Love Who You Want’ and ‘Listen To What You Want’.

The channel has created special seven-second animated videos focusing on the theme. The videos showcase ‘Him or Her – Love Who You Want’, ‘Tea or Tequila – Drink What You Want’ and ‘Bhajans or Britney – Listen to Who You Want’.

Besides, the channel will feature songs by Indian independent artists like Bengaluru-based hip-hop Low Rhyderz, reggae band Bombay Bassment, electro-rock band Sky Rabbit and more.

9XO programming head Clyde D’Souza stated, “This Independence Day, 9XO wants you to feel free. Feel free to love who you want, drink what you want and listen to what you want. Today’s freedom struggle is more personal, and 9XO is celebrating it with a series of seven-second animated quickies.”

Carrying the initiative also on Twitter, the channel will showcase the best tweets in its programmes.