INX Media's Hindi entertainment channel 9X is looking at beginning its test phase run in the next few days, BizAsia.co.uk understands.

The broadcaster has been locked in talks with one particular channel about a Sky Digital EPG buyout for the past few months.

It now looks more than likely that 9X will initiate its UK feed consisting of looped channel promos imminently, with an official launch expected by the end of April.

Full details remain sketchy; however, it's no secret that 9X has been eyeing the UK market for several months especially after its closest rival NDTV Imagine made its debut here last month.

9X launched in India in November last year and has fast become a popular contender amongst the numerous Hindi entertainment channels available. At the time of its launch, Indrani Mukerjea, founder and CEO, INX Media Pvt Ltd, said, "Our aim is to make 9X the one-stop shop for fiction and non-fiction entertainment, and our content will be distinctive and compelling. It will have the very best of global production standards customized for the Indian audience."

EX-STAR senior executive Peter Mukerjea left the company to join his wife’s global executive search firm INX Global, which has an alliance with Zurich-based IMD, as its chairman.

9XM - the group's music channel is also in negotiations about a UK launch but due to Sky clamping down on handout of EPGs, the wait could be much longer for INX Media.

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