MUMBAI: Gone are the days when there were only two music channels, MTV and Channel V. These are highly competitive times with a host of music channels and each one having to come up with newer ways to keep itself ahead of the pack.

And so, one of 9X Media’s musical offerings – 9X Jalwa – has decided to reinvent itself with a fresh new look coupled with refreshed content plus a punchy tagline that reads ‘Forever Young.’

10 June onwards, audiences will be able to see the revamped 9X Jalwa, complete with a fresh playlist and new on-air packaging.

In the words of 9X Media SVP and content head Amar Tidke, “We are at work with music.” ‘Forever Young’ targets people across all age groups who enjoy music that is both enduring and forever young. The tagline also reflects the channel’s music construct which is perpetual and never grows old.

Tidke says they wanted to try and do something new in music. “Our endeavour is constantly to keep our viewers engaged, enhancing overall experience. ‘Forever Young’, the new tag line, is the channel attitude. It’s the promise of the channel which is reflective of the music the channel plays.”

The creatives have been done by an in-house team along with the design partner, Stars and Stripes, and are a mix of bright pink and blue hues.

9X Jalwa’s new look was screened at the recently concluded GoaFest 2014 and according to Tidke, the response from the advertising fraternity was amazing. A Jalwa-themed party was organised with all things Bollywood, right from photo ops on the red carpet to life size cut-outs of popular actors to Bollywood style dance performances to contests round Bollywood.

Says 9X Jalwa programming head Imtiaz Bhagdadi, “At 9X Jalwa, we pride ourselves in presenting our viewers with the best of Bollywood music across all eras. The new look further fortifies the 9X Media promise of providing the best music viewing experience on television. Along with the new packaging, the channel will also introduce Forever Dance, an hourly band dedicated to Bollywood dance numbers."

Part of the revisited 9X Jalwa include special music blocks like Hits Forever , Melody Forever and Love Forever. Additionally, there is Jalwa Superstars over the weekend that will feature interviews and songs round a particular superstar.

What made the channel change its look and feel? “At 9X Jalwa, there has been growth month-on-month. It shows that people are loving it and enjoying it. It is a surprise for them,” says Tidke.

Apart from GoaFest, the channel is promoting its new self through social media platforms like Facebook and Twitter. On Facebook, the channel has garnered 101,000 likes. Special promos have been created only for the television screen.