MUMBAI: Backed by the revamp process that started post August 2014 with the ‘forever young’ philosophy, 9X Jalwa is moving forward towards becoming a strong force in the television music industry.
As per Television Audience Measurement (TAM) analysis, the channel has seen a 25 per cent growth post revamp in terms of weekly GRPs.
Speaking to Indiantelevision.com about the revamp, 9X Media chief programming officer Amar Tidke said, “Forever young is a philosophy curated out of youth and music lovers who appreciated the revamp that we underwent. That is just the encouragement that we were thriving for. As part of the philosophical change, we have offered our viewers a theme in forever young and so far with the reaction that we have garnered, I must say the progress has been commendable.”
The recently launched rating body Broadcast Audience Research Council India (BARC) placed 9X Jalwa at the second position with average weekly GRPs of 36 right after Mastiii. Jalwa’s sister channel 9XM competing in the same genre, garnered average ratings of 34. When asked if this competition affects the processing, Tidke opined, “Well it is true we are operating in the same genre and we are often asked if one eats into the other’s pie, but if you see, we are two different channels catering to the needs of two different sets of audience and the subtle difference separates each other.”
“Innovations like Hits Forever, Love Forever, Melody Forever, Jalwa Superstar, Vintage, GenX and ClubX garnished the forever young philosophy. Going forward, we will continue the process of creating more such unique bands to keep our audience forever young, which is our main goal,” Tidke added.
ClubX is the recent addition in the catalogue, which is a two-hour music band that airs every Friday and Saturday between 6 – 8 pm. The playlist for this band has been handpicked from some of the best party songs and will include foot - tapping numbers.
Speaking on the marketing and promotional strategy of the channel, Tidke said, “9X Jalwa follows a 360 degree marketing strategy with interactive attention on social media platform. Also whenever there is a trending topic, which can be converted into a promotional activity, we aggressively push for it like we did with DDLJ, when everyone wanted the movie to not go out of Maratha Mandir. Besides that, we also tie up with different events like Kala Ghoda and Promax BDA. We manage to reach the target audience of brands efficiently because of our exclusive content.”
Cadburys, HUL, Godrej and Reckitt are some of the brands that are closely associated with 9X Jalwa on a regular basis.
