MUMBAI: Touted as the timeless bollywood music channel, 9X Jalwa has witnessed substantial changes recently. After witnessing a restructuring of the sales team, the channel is now focused on innovation and growth with new packaging greeting its viewers.

Keeping in mind their vast catalogue of bollywood music, the channel aims to offer more variety to audience with the launch of a new show ‘Jalwa Jubilee Hits’.

The show will launch in the first week of June coinciding with the release of the film ‘Yamla Pagla Deewana 2’. It will be a one hour special on artistes, where the programming will not be limited to music and will feature interesting trivia and insider information about the artiste with anecdotes by people associated with them.

Speaking with Radioandmusic.com, 9X Media Group senior VP and content head Amar Tidke said, "9X Jalwa features a vast catalogue of bollywood hits so we constantly have specials like this. We will now have a special with Dharmendra where he will talk to us about his entire journey on our show. We are bringing in innovation in our content through this and many such initiatives which we will unveil soon."

It works in the channel’s favour to attain a fresh change to its lineup of specials hosted every month, but they will continue with birthday specials as is evident with the lineup scheduled for May.

On 24 May, Jalwa will showcase timeless romantic numbers of Rajesh Roshan on the occasion of his birthday. Titled ‘Love Sweet Love’ the show will be aired between 8-9pm and feature songs from films like Yaarana, Julie, Doosra Aadmi, Baaton Baaton Mein, Des Pardes and more.

Celebrating Karan Johar’s birthday on 25 May, the program ‘Melody Sweet Melody’ will showcase songs from films like Kal Ho Na Ho, Kabhi Alvida Na Kehna, Kuch Kuch Hota Hai, Kabhi Khushi Kabhie Gham and more from 10-11am.

The day will also commemorate the death anniversary of veteran actor Sunil Dutt in the show ‘Jee Le Dobara’ from 11pm to 12am. It will air classic songs from films like Hamraaz, Gumraah, Chirag and Mera Saaya amongst others.

New content seems to be the focus of the channel as they recently changed the entire packaging of the channel. Moreover, they are also re-creating the success of their popular shows by unveiling new seasons of shows.

One of their popular puppet shows ‘Kauwa Kauwa’ will also re-launch in a new avatar soon. The show currently features two crows discussing various topics in bollywood.
Talking about the change, Tidke stated, "These initiatives do help in bringing in GRPs but more importantly, it creates consumer connect and a long term engagement. 9X Jalwa is like a ‘snacking’ channel so these shows only bring in additional stickiness."

With packaging being the key to their programming now, the channel claims to add value through it by doing things differently and presenting shows as per the changing needs of their audience.
Going forward, they aim to create more such music properties and innovative shows which have worked well for them earlier too.

"Packaging the shows to suit the likings of today’s generation will help us as a channel in continuing to generate stickiness," he commented.