INX joins hands with 11 production houses


MUMBAI: It’s raining satellite channels in space. After Bindass, it’s time for INX media to roll out a bouquet of channels by this year end. Heading the new venture is Indrani Mukerjea, whose INX Media Group will introduce a new Hindi general entertainment channel (GEC), news channel, movie channel and music channel.

Some of the well known production houses like Balaji Telefilms, Synergy Adlabs, Miditech, Endemol India, Ugraya Productions, BAG Films, Creative Eye, Hats Off Productions, Wizcraft International, Edit II Productions and Beyond Dreams Entertainment will be the software providers for the Hindi GEC called 9X.

Speaking about the new launch, Indrani Mukerjea said, “We are introducing the new channels with a view to provide quality entertainment. With new age content made for people across geographies, we hope to capture the attention of the viewers.” Ask her if her husband and ex-Star TV CEO Peter Mukerjea would be part of the new venture, she explains, “Peter is serving a notice period and is currently on vacation abroad. I would surely put across the idea to him since he has a rich experience and knowledge of the field and we would love to benefit from that.”

Siddharth Basu’s Synergy Adlabs, which is well known for its non-fiction content will be making a drama series this time for the new GEC channel. Adds Basu, “Our attempt would be to lead the audiences taste and give it a new direction. We don’t want to reinforce the clichés but want to provide a fresh breath of programming content.”

Sharing the same idea is Miditech president Nikhil Alva, “We have always been synonymous with cutting-edge content and this time too we will be making content with the view of gaining maximum popularity among the audiences.” Probe him further about Miditech’s future plans of starting its own channel, he says, “Well, we have not ruled out such a possibility and we will make a decision about it in coming time.”

With the satellite market witnessing a riot of newcomers, it marks a new possibility for content providers who can experiment with a range of new content.