Amar Tidke joins 9XM as head, programming

INX Media has roped in Amar Tidke as head of programming for 9XM. Tidke assumed his new role on March 22.

The post was recently vacated by Vikas Varma, who joined Viacom 18 as head, creative and content earlier this year.

Tidke will be responsible for driving the creative and programming functions of the Bollywood music channel. Earlier, he was head, programming, Fever 104 FM Mumbai.

Tidke says, "9XM has achieved an unprecedented growth in a short span. I look forward to a very productive and successful future with 9XM and INX Media. My immediate focus areas at 9XM will be to strengthen the channel's leadership position and bring in a fresh set of ideas."

He has more than 10 years of experience in media, covering the domains of print, online, television, radio and mobile. Armed with a B Com degree from Sydenham College of Commerce and Economics, University of Mumbai, Tidke started his career with contests2win.com as creative director in 2000 and was associated with the company for about three years. Later, he moved to Radio City as creative head and was responsible for station imaging, on-air promotions, non-music programming and branded shows.

He has worked with youth channels for TV and has also written for the Indian Express and the Afternoon Dispatch and Courier. He has also worked with Mobile2win in China as creative director for about three years. From there, he moved to the company's India office as creative and business head, mobile games.