INX Media's Hindi entertainment channel 9X is proving a big threat to closest rivals Sony Entertainment Television Asia and NDTV Imagine.

The relatively newcomer has managed to inch past both channels and take the third position amongst the large number of Hindi entertainment channels in India.

According to data released by audience measuring body TAM (in India) for week ending 26th April, CS 4+ (all day), 9X grabbed 80 points, NDTV Imagine got 79 GRPs and Sony TV had to settle with 75.

This is the first time NDTV Imagine has fallen behind 9X since the former's launch in January this year. For 9X, the timing could not be better after it made its official launch in the UK last month.

Speaking to IndianTelevision, INX Media founder and CEO Indrani Mukerjea said, "As a strategy, we have given enough time for our shows to settle down. We did not bombard our audience with too many shows, by not launching all of them at the same time. As a result our older shows have gathered good loyal audience which has helped consolidate our position even at a time, when the entire GEC is hit by IPL matches."

When NDTV Imagine launched, it had a runaway success with its mythological show 'Ramayan', which continues to do well. 9X on the other hand is launching its rival show 'Mahabharat' in August produced by TV soap queen Ekta Kapoor. Before that, however, 9X is extending its weekday prime time to 20:00 with the launch of another mythological series 'Jai Maa Vaishnodevi'. Produced by Creative Eye, it is a series of divinity and devotion of Mata Vaishno Devi.

Whilst the clear number 3 is yet to be decided, one thing is for sure, the numerous Hindi entertainment channels are certainly widening the spectrum with high quality shows.

In the UK, 9X is available on Sky Digital. The channel is currently in its first phase of launch. It is likely 9X will begin official broadcasting from early June. Keep it with BizAsia.co.uk for more.

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