INX Network's music channel 9XM is launching a new character, 'Badshah Bhai' - the new addition to the 9XM family.

According to a channel release, "Badshah Bhai is a fan of the ultimate Baadshah of India – Shahrukh Khan. He believes he too is a huge superstar like his idol – King Khan and thinks that Bheegi Billi is the biggest loser. Badshah Bhai loves the singing style of Nusrat Fateh Ali Khan and tries to sing the popular Bollywood songs in his own peculiar style. The Betel Nuts in their free time are Badshah Bhai’s backing band."

Vikas Varma, Head Music Entertainment Channels, 9XM, says, "Badshah Bhai has been persistently knocking at my door, everyday, since the launch of 9XM. He wants to be a part of the "team". I have been ignoring him for over a year now, but recently he got hold of a few of my school time secrets and has blackmailed me into giving him a role in 9XM. How could I say no to Badshah Bhai after that?" "On a more serious note", adds Vikas, "I am confident, that Badshah Bhai will receive an equally encouraging response from all the viewers of 9XM."

Betel Nuts have expressed their delight on Badshah Bhai’s entry. According to them, "We are extremely delighted that Badshah Bhai has joined the 9XM gang and are hoping that he will also recite our sher-o-shayari in his own style."

'Badshah' joins the 9XM family from Monday 6th July.