9X Jalwa adopts the 'Forever Young' theme

The channel is adopting a new look and packaging from today. It will also present a fresh playlist.

A few weeks after 9XM changed its look and adopted new packaging, 9X Jalwa, another the Hindi music channel from 9X Media, is donning a new avataar.

Starting today, the music channel is adopting a new tagline 'Forever Young', targeting viewers across all age groups who enjoy music that is enduring. The tagline also reflects the Bollywood playlist and music construct on the channel that is perpetual and never grows old.

According to Amar Tidke, SVP and Content Head 9X Media, the audience that 9X Jalwa speaks to is getting younger every day and attention span is decreasing. "The intention is to reinvent to engage and interact with the audiences," he says.

9XM airs songs that are current. 9X Jalwa, on the contrary, has an expanded library as it treats its viewers with music from the late '90s to 2000s. Along with this new look and feel of the channel, 9X Jalwa has also launched 'Forever' music blocks, like Hits Forever (7am-10am), Melody Forever (10 am-1pm), Love Forever (1 pm-4pm), Melody Forever (4pm-7pm), Hits Forever (7pm-10pm) and Love Forever (10pm-12 midnight). 9X Jalwa will also air special content like interviews with celebs on weekends.

Imtiaz Bhagdadi, Programming Head 9X Jalwa adds that along with the new packaging the channel will also introduce Forever Dance, an hourly band dedicated to Bollywood dance numbers. "At 9X Jalwa, we pride ourselves in presenting our viewers with the best of Bollywood music across all eras. The new look further fortifies the 9X Media promise of providing the best music viewing experience on television."

For the record, 9X Jalwa had grossed 27,531 GVTs with 25.2 minutes time spent in the C&S 4+ market. In the C&S 15-34 market, the channel notched 12,145 GVTs with 24.3 minutes time spent. (Source: TAM data provided by the channel; HSM; Week 10 to 22'2014).