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. With this, 9XM claims it is the first music channel to stream its content live, on its official website. So far, only news channels have life streaming on their respective websites.

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.

The other sections of the website include Bollywood news, club 9XM and funzone with wallpapers, ecards, contests and puzzles.

The website also offers a dedicated page for each 9XM character, with specific information on their likes and dislikes, their photographs and videos.