MUMBAI: Last year, classic music channel 9X Jalwa underwent a revamp to get a younger look and a new tagline ‘Forever Young’. The channel claims that the revamp has helped it see a growth of 25 per cent (as per TAM data).
9X Media SVP and content head Amar Tidke said, “Jalwa as a brand has really caught on among advertisers and viewers. Last year, we went through a refresh and came up with the tag of ‘Forever Young’, because we were talking to a slightly older audience than 9XM’s 25-year-old TG.”
The mood mapping done by the channel in terms of content and music helped it touch 20 GRPs, as per TAM data.
One of the properties that worked for the channel was ‘Return Of’, where it played songs of the ’90s. Under the ‘Forever Young’ umbrella, it also created music blocks like ‘Melody Forever’, which is one of the top-rated music blocks on the channel. Besides, there are ‘Love Forever’ and ‘Jalwa Superstars’.
The channel plans to push these music blocks and bring back its animated property ‘Halkat Sawaal’ in a new avatar. The channel recently launched a property called ‘Mini Recharge’, where it plays 3–4 songs back to back.
Every month, Jalwa also airs 3–4 specials, celebrating the birthdays of Bollywood actors and other such events.
“We are also starting a music block called ‘Club X’, which will play party songs. Through ‘Gen X Top 5’, we speak to current Bollywood stars and ask them their five favourite songs,” Tidke explained.
Club X will be a two-hour music band, airing every Friday and Saturday from 6 to 8pm. The playlist for this band includes party songs like ‘Balma’, ‘Mash Up of the Year’ by DJ Chetas, ‘Disco Song’, ‘Char Baj Gaye’, ‘Dhan Te Nan’ and more.
The channel has also collaborated with Party Hard Drivers services across India to distribute Club X playlist DVDs to their clients. These DVDs will also be available across select lounges and clubs.
Following the revamp, Jalwa sported a younger look quite similar to that of sister channel 9XM. On the ratings chart as well, the two channels are competing neck and neck with each other.
Tidke stated that both channels are doing well and are well defined in terms of positioning and content. “While 9XM offers latest, Jalwa offers variety. We are happy that the two channels are delivering two different offerings.”
9X Media is also ramping up its other channels 9XM and its Marathi music channel 9X Jhakaas. It will roll out new initiatives in the next quarter for Jhakaas.
For 9XM, the network is building the Bollywood property ‘9XE’ and ‘House of Dance’. Next month, there will be a special on ‘House of Dance’.
The channel also launched a new property called ‘Soundtrack’, where they play the tracks and get the people who have worked on the music to talk about the music.
The channel recently aired the first episode featuring ‘Bombay Velvet’. It will soon air the episode with the playlist of ‘Tanu Weds Manu Returns’, where Sonu Nigam, Krishna, Nooran Sisters, Anand Rai, Kangana Ranaut, and Madhavan will talk about each song alongside an exclusive making video. This episode will air on Friday at 8 pm.
“Depending on how many songs there are, the show runs between 30 minutes and 1 hour as a special episode. We are taking it movie to movie as we take albums that have a lot of songs. ‘Tanu Weds Manu’ has nine songs and ‘Bombay Velvet’ has 15,” he stated.
9X Media SVP and content head Amar Tidke said, “Jalwa as a brand has really caught on among advertisers and viewers. Last year, we went through a refresh and came up with the tag of ‘Forever Young’, because we were talking to a slightly older audience than 9XM’s 25-year-old TG.”
The mood mapping done by the channel in terms of content and music helped it touch 20 GRPs, as per TAM data.
One of the properties that worked for the channel was ‘Return Of’, where it played songs of the ’90s. Under the ‘Forever Young’ umbrella, it also created music blocks like ‘Melody Forever’, which is one of the top-rated music blocks on the channel. Besides, there are ‘Love Forever’ and ‘Jalwa Superstars’.
The channel plans to push these music blocks and bring back its animated property ‘Halkat Sawaal’ in a new avatar. The channel recently launched a property called ‘Mini Recharge’, where it plays 3–4 songs back to back.
Every month, Jalwa also airs 3–4 specials, celebrating the birthdays of Bollywood actors and other such events.
“We are also starting a music block called ‘Club X’, which will play party songs. Through ‘Gen X Top 5’, we speak to current Bollywood stars and ask them their five favourite songs,” Tidke explained.
Club X will be a two-hour music band, airing every Friday and Saturday from 6 to 8pm. The playlist for this band includes party songs like ‘Balma’, ‘Mash Up of the Year’ by DJ Chetas, ‘Disco Song’, ‘Char Baj Gaye’, ‘Dhan Te Nan’ and more.
The channel has also collaborated with Party Hard Drivers services across India to distribute Club X playlist DVDs to their clients. These DVDs will also be available across select lounges and clubs.
Following the revamp, Jalwa sported a younger look quite similar to that of sister channel 9XM. On the ratings chart as well, the two channels are competing neck and neck with each other.
Tidke stated that both channels are doing well and are well defined in terms of positioning and content. “While 9XM offers latest, Jalwa offers variety. We are happy that the two channels are delivering two different offerings.”
9X Media is also ramping up its other channels 9XM and its Marathi music channel 9X Jhakaas. It will roll out new initiatives in the next quarter for Jhakaas.
For 9XM, the network is building the Bollywood property ‘9XE’ and ‘House of Dance’. Next month, there will be a special on ‘House of Dance’.
The channel also launched a new property called ‘Soundtrack’, where they play the tracks and get the people who have worked on the music to talk about the music.
The channel recently aired the first episode featuring ‘Bombay Velvet’. It will soon air the episode with the playlist of ‘Tanu Weds Manu Returns’, where Sonu Nigam, Krishna, Nooran Sisters, Anand Rai, Kangana Ranaut, and Madhavan will talk about each song alongside an exclusive making video. This episode will air on Friday at 8 pm.
“Depending on how many songs there are, the show runs between 30 minutes and 1 hour as a special episode. We are taking it movie to movie as we take albums that have a lot of songs. ‘Tanu Weds Manu’ has nine songs and ‘Bombay Velvet’ has 15,” he stated.
