and INX News, headed by Indrani Mukerjea, have appointed ZenithOptimedia for all media planning and buying activities for their three products - the Hindi general entertainment channel (9X), English news channel (News X) and Hindi music channel (9XM). Recently, Orchard was appointed the creative agency for the music channel, while Meridian bagged the creative mandate for the remaining two channels. The size of the overall INX Group business could be Rs 40-50 crore, if sources are to be believed (the spends on the music channel alone are expected to touch Rs 20 crore).
Ambika Srivastava, chief executive officer, ZenithOptimedia, adds, "In this dynamic and evolving broadcast and media market, we are convinced that INX has a unique and distinct role to play in shaping the future of the Indian media industry."
For the record, INX Media is the owner of the Hindi general entertainment channel, 9X, and the youth music channel, 9XM. Its sister company, INX News, is the owner of NewsX, which is to be a premium English news channel.