Music and Youth
Voila 9XM looks better
MUMBAI: The logo change that 9XM underwent in March last year seems to have worked for the channel which saw yet another change recently. At 6am on 20 May, the “new look” 9XM went live, complete with a super large video area, enhanced audio quality, and brighter, bolder colours to boot.
Ask him why and 9X Media executive vice president and business head Punit Pandey likens it to the experience of buying new clothes to look and feel better. “9XM has been on-air since late 2007. It has a serious set of strong, loyal viewers. It has continued to be one of the most favourite destinations for music consumption on television. We just wanted our viewers to continue getting a better viewing, consuming and sound experience. It’s our treat to our viewers who continuously watch 9XM,” he says.
Indeed, the new avatar 9XM has been designed in-house and is all about providing that much-needed punch even as loyal fans lap up the latest music punctuated by the shenanigans of the channel’s animated heroes i.e. Bade-Chhote, Bheegi Billi, Badshah Bhai and The Betul Nuts.
Speaking of the philosophy behind the new design, 9X Media SVP and content head Amar Tidke says, “We at 9X Media always believe in providing a complete music viewing experience to our viewers. Our on-air presentation and content curation techniques have always placed us several notches higher than the rest in the genre.”
The thought took seed about six to eight weeks ago while it took the channel around four to five weeks to put it out there for public consumption. Surprisingly, there was no research involved. “It was very simple; we wanted viewers to experience a better 9XM,” says Pandey.
While ideating on the new look, 9XM’s strategy was to, “Keep it simple, keep it seamless, keep it smart,” according to Tidke. “The new look of 9XM ensures that one quickly moves from one element to another in a truly seamless fashion with captivating vibrant colours and design elements. It’s a very fresh approach to the way the latest super-hot Bollywood songs are presented,” he adds.
According to 9XM programming head Sunder Venketraman, “The youth with their short attention span are always on the look-out for new things. At 9XM, it has been our constant endeavour to provide best-in-class entertainment through innovative and appealing content and on-air presentation. With this new viewing experience, 9XM has yet again gone ahead and set a new benchmark for the rest to follow.”
 |
The teaser, “Get ready for a bigger canvas” set digital platforms abuzz. The new look has got a great response on digital platforms with nearly six million likes on Facebook and 143,000 followers on Twitter. Pandey exults, “They are just loving it and liking it. They are getting more to see and better sound to hear. We are delighted to get a positive response from the digital community. People have given us a thumbs-up.”
The change is restricted to the look of the channel only while the characters have not really changed, except that they look more vibrant and are seen interacting with viewers.
Has the channel expanded its music library? “9XM continues to be a current hit channel. Whatever hits in current time you will get to see on the channel. But there is nothing like expanding our music library. There is certain expectation a viewer has when they tune into 9XM,” says Pandey.
MUMBAI: Mumbai is about to witness something it has never seen before. The Global Youth Festival arrives on 6-7 December at Jio World Garden with 15,000 attendees and 60-plus experiences sprawled across six sprawling arenas. On its sixth edition, this is no ordinary jamboree—it is a carefully orchestrated collision of wellness, adventure, arts, music, yoga and social change.
Chief Minister of Maharashtra Devendra Fadnavis will throw open the proceedings with a landmark ceremony, signalling the state’s backing for a movement that has already mobilised youth across 20-plus countries and 170-plus cities. The sheer scale is staggering: 500-plus volunteers powering the machine, 600,000-plus volunteer hours logged across previous editions, and millions of lives touched annually.
The speaker roster is formidable. Diipa Büller-Khosla and Dipali Goenka, chief executive of Welspun India, will share the stage with Malaika Arora in conversations spanning leadership, creativity and culture. Union Minister for Sports and Youth Affairs Mansukhbhai Mandaviya will also attend, reinforcing GYF’s reach into the corridors of power.
But this is not mere talk. The Solaris Mainstage promises concerts from renowned Indian artists. Innerverse delivers a 360-degree LED spectacle of art, technology and sound. The Love and Care Arena houses hands-on projects spanning women’s empowerment, child education, rural upliftment and animal welfare. India’s largest outdoor sound-healing experience awaits. An inflatable obstacle course, neon drifter karts and open-sky bouldering cater to thrill-seekers.
Some have branded GYF the “Coachella of Consciousness.” Others call it “India’s Largest Sober Festival.” Spiritual visionary Pujya Gurudevshri Rakeshji, who inspired the festival, will deliver the Wisdom Masterclass. Every rupee goes to charity.
After Mumbai comes Kolkata on 14 December. New York looms next year. For one weekend in December, Mumbai becomes the epicentre of youth-driven change—and nothing will be quite the same after.
Tickets available on BookMyShow. Visit youthfestival.srmd.org or follow @globalyouthfestival on Instagram.
