RadioandMusic
| 22 Feb 2020
The 90s are the new retro: 9 X Jalwa VP programming Imtiaz Baghdadi

MUMBAI: The definition of retro has changed over the years, believes 9X Jalwa VP programming Imtiaz Baghdadi, who has been associated with the music industry for more than two decades. He believes that the 1960s, 70s, and 80s are no more retro for the younger generation. It is the 90s that fall in the retro category today. Consequently, to keep up with the changing musical environment, 9X Jalwa has tweaked itself to playing 'today's retro'.

"DDLJ (Dilwale Dulhaniya Le Jayenge) is retro today. Rajesh Khanna and Dilip Kumar are vintage retros. That is why 9X Jalwa that started as a retro music channel four years ago is not limited to being a retro today. We play music up to 2013 now," stated Baghdadi. "We had to also take care of our younger audience," he added.

The credit for 9X Jalwa's programming change also goes to the growing competition. "When we started four years ago, 9X Jalwa was the only 24X7 retro channel. Mastiii was around, but it did not play retro throughout. Today there is more competition with other players also entering the retro space. So, one has to redesign strategy," averred the music veteran.

9X Jalwa has repackaged its content as 'forever young music' over the years. But, the renewal has not helped the channel make it to the top of the charts. "The rural ratings too have come into the picture now. We are working on our distribution and marketing," said Baghdadi.

It is the channel's packaging that makes it different from the competitors, feels Baghdadi. "We just don't play music, but we have different programmes and animated characters to keep the audience hooked."

9X Jalwa is not at the top of the ratings chart at the moment, but they "will continue striving for the number one spot," said Baghdadi.