By ASHWIN PINTO
Indiantelevision.com Team

(29 November 2007 7:00 pm)

MUMBAI: INX Media has announced the rate card for its two channels 9X and 9XM. Among other things it offers best buy packages valid till 31 December, depending on how much clients are willing to spend. The packages are for Rs 900,000, Rs 2.7 million and Rs 5.4 million.

For a Rs 900,000 ad commitment across both the channels, the rate per 10 seconds is Rs 3,000. The rate goes down to Rs 2,500 for a Rs 2.7 million exposure and Rs 2,000 for a Rs 5.4 million commitment.

INX Media is, however, inviting just 20 clients on a first come first serve basis. For the Rs 5.4 million package, it is offering 900 spots on the two channels to two clients.

INX Group promoter Indrani Mukerjea says that the response has been positive and Future Group, Vodafone and Reliance Industries have already signed on as Platinum partners. “We got inquiries before the channel went on air. We already have clients who have gone in for our Platinum Club offer. This protects them from rate increases over three years. For our Gold Club package, they are protected for two years. We will be announcing our Gold partners shortly.”

The three clients who have already signed on will also get first preference for the best buy packages, she adds.

The Silver Club advertisers will have one-year deals.

Hindi GEC 9X's key property Mission Ustaad, which airs in the Evening Ultra prime band, costs Rs 450,000 per 10 seconds.

Other shows in that band - Kahe Na Kahe, Mere Apne and Kya Dill Mein Hai - cost Rs 250,000 per 10 seconds.

The next level is the comedy band, which costs Rs 187,500 per 10 seconds. Here you have shows like Jiya Jalo.

Commenting on the rate card offer, Lintas Media Group director Lynn D'Souza notes that it is interesting that it is transparent and out in the public domain. “The packages and discounts are clear. Naturally since it is a newcomer, they are wooing clients who come in early with discounts. While rivals sell an entire package around a show 9X is selling based on spots and time slots.”

9XM, the music channel, is doing well and is a good value proposition while the GEC has to still find its feet, adds D'Souza.