MUMBAI: Bollywood music channel 9XM has launched 9XM Live – the online free service, which allows viewers to watch 9XM live on their computer screens.

9XM Live is available on the channel’s new website – www.9xm.in.

9XM head of programming Amar Tidke says, “Our target audiences are extremely net savvy. Live streaming of 9XM content gives them the comfort to stay tuned to 9XM even without a television set. 9XM Live has basically created a second TV in single TV homes where there’s always a fight for supremacy over the remote control.”

The new website also has the feel of the channel, reflected through the use of vibrant colours and the animated characters Bade-Chote, Bheegi Billi, Betel Nuts and Badshah Bai.