MUMBAI: After youth channels like MTV and Channel [V] started their own range of merchendising, INX Media's strictly only music channel 9XM has forayed into the space. The channel has partnered with Kids Media India Pvt. Ltd (KMI) to create a full licensing and merchandising program around the channels' popular characters – Bade-Chote and Bheegi Billi by extending them into the product and promotional licensing space in India.

9XM's licensing and merchandising initiative is expected to further enhance the brand's existing strong presence beyond television and the internet. The consumers in India will now be able to own a range of apparels, accessories, stationery, toys and games featuring Bade-Chote and Bheegi Billi  

Commenting on the initiative, INX Media Pvt. Ltd executive vice president sales Pawan Jailkhani says, Bade-Chote and Bheegi Billi have become icons in their own right and are the preferred brand endorsers for several prestigious advertisers on 9XM. We think it's time now for these characters to come out of TV screens and closer to their fans through platforms, such as retail, mobile, internet, etc. We plan to build the L&M business which has a huge potential in India, given the rising popularity of character based licensing. We are pleased to partner with KMI in this venture and are confident that Bade-Chote & Bheegi Billi will have an equally successful retail stint with Indian consumers....

Says Kids Media India Pvt. Ltd CEO Rajiv Sangari said, The characters on 9XM have been very successful in connecting with the viewers and have a huge fan following. With this affiliation in mind, we aim to capitalize on the existing popularity of the characters and build a robust, long term, sustainable brand program around Bade-Chote and Bheegi Billi. Over the next two years, we are hoping to explore categories like apparel, accessories, back to school, stationery, toys and games along with innovative promotional campaigns that will help us build a solid licensing base for the characters....