«9XM» is a prominent Indian music television channel that has carved a niche for itself in the country's vibrant entertainment landscape. It is owned and operated by 9X Media, a subsidiary of Times Network, and is widely known for its diverse music programming that caters to a broad spectrum of audiences.

The channel is renowned for its eclectic playlist, which encompasses a wide array of musical genres, including the latest Bollywood hits, international pop sensations, and popular regional music from various parts of India. This diverse music selection has helped «9XM» resonate with viewers across different age groups and cultural backgrounds, making it one of the most popular music channels in the country.

«9XM» is particularly known for its vibrant and energetic on-air presentation. The channel's programming features a mix of music videos, behind-the-scenes footage, interviews with popular artists, and special programs dedicated to celebrating specific music genres or musical events. The channel also frequently hosts contests and giveaways, further engaging its viewers and fostering a sense of community.

Apart from its mainstream music programming, «9XM» also features dedicated channels targeting specific niches, such as «9XM Bollywood», which focuses exclusively on Bollywood music, and «9XM Retro», which showcases classic Hindi film songs and popular oldies. This specialized programming allows the channel to cater to a wider audience and deepen its connection with viewers who share a particular musical interest.

In addition to its television broadcasting, «9XM» also maintains a strong online presence. The channel operates a popular website and social media pages, where viewers can access music videos, artist profiles, and exclusive content. This digital strategy has helped «9XM» further expand its reach and engage with its audience beyond traditional television boundaries.

Overall, «9XM» has established itself as a leading music channel in India, known for its diverse programming, energetic presentation, and engaging online presence. It has played a significant role in promoting Indian music both domestically and internationally, and continues to be a major force in the country's music entertainment industry.