MUMBAI: Music television channel 9XM has appointed Amar Tidke as its new head of programming. Tidke has joined 9XM from 22 March and will look after the programming of the channel and undertake new initiatives along with strengthening the core proposition of the channel- music.
Prior to the appointment, Tidke has worked with Mobile Games at Mobile2win as its Creative & Business Head, as Creative Director at Mobile2win in Shanghai, China. He has also worked with Radio City during its launch in Mumbai, as its creative head. His last appointment was with Fever FM as its Programming Head, Mumbai.
Post Tidke’s exit, the station in the interim period would be handled by Darius Sunawala who is also the programme director of Fever’s Bangalore station.
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Commenting on his appointment Tidke says, “I am delighted to be a part of INX Media. 9XM has achieved an unprecedented growth in a very short span of time and has maintained its leadership position in the Bollywood music genre for over 2 years. I look forward to a very productive and successful future with 9XM and INX Media…
He further adds, “At 9XM I would be responsible for overall programming of the channel. I would also contribute in increasing the market share of the channel and maintain its number one position for which we would be undertaking few new initiatives.”
9XM channel which has carved a niche for itself for its ‘only music’ content is also widely known for its animated characters like Bade Chote, Bheegi Billi and Betel Nuts. Last year, it added another character to the family called Badshah Bhai. The channel would be unveiling yet another character soon though Tidke refused to divulge the details. “We are also planning to beef up the visibility of the existing characters across platforms,” added Tidke.
Tidke also reveals, Going forward, we are planning to strengthen our team and we are hopeful that this team will bring in fresh bunch of ideas.”
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