INX Media's general entertainment Hindi channel 9X made its UK launch in April, we spoke to Indrani Mukerjea, the founder and chief executive officer of the much talked about channel to find out about its runaway success in India and its plans for the UK.

When did you start up 9X's operations in India and UK?
We launched 9X on 12th November 2007 in India and in the UK on the 28th April, 2008.

How did the concept of 9X come about?
I've been an entrepreneur all my life and I was always involved and interested in the entertainment and broadcast media. Also, my husband Peter Mukerjea had 14 years of experience in the broadcast industry.

We realized that there really was the space and crying need for better channels in the entertainment, news and music genres. I thought of the need as a consumer, and saw the space as an entrepreneur.

We identified the core team of accomplished professionals who shared the vision, and once we had the investment on board, we set about executing our vision of a quality Hindi GEC channel that would be relevant and exciting to contemporary audiences. We wanted to give the audiences bigger, better and fresher content.

For 9XM and NewsX respectively, the three-word briefs were - Radio on Television, and Newspaper on Television respectively. So our promise for 9X - that of offering 9 times more, is a mission statement - in terms of the experience for the viewer, the internal the effort we put in, and the standards we set to motivate ourselves.

What positioning have you undertaken to ensure 9X remains different to other GECs?

We envisaged a channel that will not be different just for the sake of being different, but which presents proven universal themes in a truly contemporary and world class way to entertain India. 9X's mission is to unite family viewers under one umbrella, and to provide something for everyone across age, SEC classification and gender.

Our content strategy has been to remain true to - and indeed define - the channel's promise of Bigger, Better, Fresher, with engrossing storylines, the best loved actors, lavish sets and production values and locations in India and internationally. Whether it is Fiction or Non-Fiction shows and events, or the best of Bollywood-based content and movies, we believe in creating world class content that reflects today's India and the aspirations and needs of today's audiences.

Prior to your India launch in November, did you feel nervous or confident about the channel's debut because of the saturated market you were about to enter?

It was not saturated by the volume of channels, but there was a duplication of approach and content within those channels. If for instance you compared the US where there are almost 40+ GECs, and Europe which has more than 50 GECs, India then had only around 8 GECs. And we saw an absence of cutting edge content and quality. So we were more eager than nervous, and happily, our vision and our business plans have proved to be in complete sync with the needs of the viewers and the market. Our confidence in our programming has helped us rise above many GECs to the Number 3 position in India in under 6 months.

What is it about 9X that viewers have responded so strongly to?

I believe it is the fact that we present programming that fulfils a current need for complete family entertainment. Our programs focus on universal themes, modern story-telling techniques and a real connection with life today. A deep understanding of generational and social changes that resonate with today's viewers. Creative, unique and sensitive shows that do not look down upon the audience, but take it along as the storylines and drama and entertainment unfold. I believe that investment in content, along with the way we have communicated and promoted our shows and offerings to viewers and all other trade associates, have worked well for us.

What shows have proved the most popular with viewers?

All the main genres in our programming have been quite well received.

Our fictions shows, Mere Apne, Jiya Jale, Kya Dill Mein Hai, Dahhej, Remote Control, Veeranwali, Neelanjana... all have been received well.

Their storylines, believable characters, star casts, production values and skillfully written multiple plot lines have all contributed. In reality, our two most popular shows have been Gini & Jony Chak De Bachche and Vodafone Yeh Hai Jalwa. Even our recently launched devotional show, Jai Maa Vaishno Devi, has been very well received. Our blockbuster movies like Bhool Bhulaiya and Jab We Met, and also the daily movies at 2 pm are popular with viewers. And we are looking forward to more with one more mega reality show from in the pipeline, and of course, our mega show, Mahabharat, which will have the biggest stars in the greatest drama ever.

How did you feel when NDTV Imagine launched in January and proved a stupendous hit with viewers in so little time?

We concentrated upon our own vision and strategy, and happily, today, 9X has captured a huge loyal audience base and has continued to grow steadily unlike other new launches which have plateaued or fallen. I believe that Hindi GEC is a long term game. If you notice, we started with only two hours of prime-time programming. We were clear from day one that we had to build and consolidate our audience base to a critical level before launching four hours of prime-time programming. By September, we will be completing our four hours of prime-time programming. To my mind, it was absolutely critical to build the brand first, and then bring on the properties.

Since then, 9X has constantly given NDTV Imagine and Sony Entertainment Television Asia the run around with it securing the number 3 slot – how do you feel?

Our strategy has never really been designed around securing a number 3 or a number 1 slot. It has always been and will continue to be to capture a good market share.

9X's UK launch was somewhat "rushed" – would you put this down to pressures from the Sky platform over the hand out of EPG numbers?

It was not rushed. We wanted to ensure that we have a strong programming line-up before entering the UK, and with the success of our programs in India, we knew it was time to move and allow the UK viewers to enjoy what we have to offer.

You bought an EPG slot from another broadcaster to launch 9X – you must have paid a hefty amount for this, would you be able to elaborate?

I'm not at liberty to reveal any commercials, so I won't even confirm or deny the conjecture you're making about the 'hefty' payment for this. I can just say We are very happy with the deal we've made, and delighted to be in the UK.

Your four-hours of looped shows on 9X UK is generating a good response from viewers, when are you looking at switching to a full fledged 24-hour broadcast?

Thanks. We believe in moving in and growing slowly but steadily. A full-fledged 24-hour broadcast will take some time, but we are keen to get it going soon.

The picture quality is left much to desire (pixilated)...

Really? That's very surprising, but thanks for your feedback; I'll pass it on to our technical team. However, let me also share with you the feedback we've received from the Sky team -- they've told us our broadcast quality is far superior to that of the other channels from India; in fact, we are India's only HDTV-ready channel broadcasting on MPEG4 compression here. In fact, we pride ourselves on our entire technical platform, from shoot to broadcast, and we've never had any complaints on the technical quality of our broadcast - actually, it's been well appreciated in India.

Up until you don't obtain an EPG slot for your music channel 9XM, will you be incorporating its shows on 9X UK?

We'll air 9X and NewsX on the EPG slot, and will soon give 9XM its own slot; it's all a function of the license terms on current content, and we hope to be able to come out soon with 9XM in the UK. It is India's Number One Music Entertainment Channel by far, and we're keen to see how the UK receives it. As for now, we are airing 9XM promos on 9X in the UK.

What about News X? Will there be news bulletins from this channel added in the 9X UK schedule?

We will share our plans shortly.

Have you got a timeframe of when you'll be launching 9XM and NewsX in the UK?

As I said above, sooner rather than later. We'll share the dates when they're confirmed.

Will 9X remain a free-to-air channel for the foreseeable future?

It will depend on market conditions.

How do you see the future of INX Media in the UK, especially with huge players like ZEE, STAR, Sony and NDTV eating into much of the market share?

Very positively indeed – after all, the entire UK Market as it exists today, is an opportunity for us. Stripped to the barest basics, it's all about the acceptance of the content, isn't it? Happily, our content has been very well received for its creative and technical quality in India. From a standing start, without a network to support it, we planned for and created 9X and 9XM in just under seven months starting March 2007.

So we see the UK as a big opportunity to try and make the same kind of inroads and impact here, as we did and are doing in India.

Will you be starting up operations in the UK or operating from India?

Richard Platt, who is our Programming Director is based in the UK and spends time in between India and the UK. We have recently appointed Nick Thind as our Sales representative in the UK.

What plans have you got to strengthen the 9X brand in the UK? –Events, strategies, etc?

Yes, all that and more.