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9X Media firms up Bangla plan, selects BroadStream for integrated playout

MUMBAI: 9X Media, which is in the process of launching a Bengali music channel, has partnered US-based BroadStream Solutions for its existing OASYS integrated playout system. was the first to report that 9X Media was planning to launch its Bangla music channel this fiscal and that, like other 9X Media channels, the Bangla channel would have a pure-play format.

Regarding the selection of the OASYS integrated playout system, 9X Media VP of network operations Nikkhil Shirodkar said, “When it comes to a new channel launch, all we’ll have to do is literally ‘plug in’ the software and play. It is the fastest and most easily scalable playout system in the market today and has saved us an incredible amount of time and resource.”

9X Media was the first network in India to benefit from channel-in-a-box, file-based playout and has been using the OASYS system since its inception in 2008. All other 9X Media channels, 9XM, 9X Jalwa, 9X Jhakaas (Marathi), 9X Tashan (Punjabi), and 9XO English) already use BroadStream Solutions’ playout system.

“When it comes to integrated graphics capabilities, I haven’t seen a better system than OASYS”, added Shirodkar. “We’ve even developed our own in-house automation based completely on XML which enables a producer to change the entire look and feel of the channel by simply filling in an Excel-based form. A single file is all that is required for triggering all graphical elements which otherwise would have required additional mastering and scheduling”.

OASYS provides 9X Media channels with extensive onscreen graphics, including lower thirds, tickers, squeeze backs, picture-in-picture and more. Data sources include RSS feeds and social media platforms like Facebook and Twitter.

“One of our core values at 9X Media has been to embrace new technology, so we took a decision in choosing the OASYS system at the time when the concept of a channel-in-a-box was relatively nascent and buying a legacy solution would have been the safest option,” commented Shirodkar.

“It has proved to be one of the best investments we’ve made, not only because the automated playout has freed up our editorial staff to work entirely on larger projects, but also because of how the OASYS software has continuously evolved to give us more flexibility as we move forward,” Shirodkar added.

BroadStream VP of sales EMEA Micky Edwards commented, “9X Media Network is a true pioneer when it comes to file-based playout, and we’re very proud to be involved in such an exciting project. It is partners like these who can help us take broadcasting technology to the next level.”

Besides the music channels, 9X Media also operates a Bollywood news portal called

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