MUMBAI: 9X Media Group's Hindi music channel 9X Jalwa will launch a new programme called ‘Club X' on 22 May. The bi-weekly two hour-long programme features a music video playlist specially curated for its younger target audience. The playlist for the programme has been handpicked by 9X Jalwa programming head Imtiaz Baghdadi and his music team, and features party songs and foot-tapping numbers.

Baghdadi stated that the playlist is aimed at audience aged between 15 and 25 years. He also said that the playlist on this programme includes groovy party numbers and sound scapes of the millennium. "It is a youth-oriented playlist with very upbeat tracks to compliment it," he added. The programme has been in development for the past two months.

Speaking about the programme being held on Fridays and Saturdays, Baghdadi said, "It is a good slot for us. Weekends are mostly taken over by the GECs, so we plan to air our programming in the second half of the week, but not quite the weekends. We completely avoid Sundays, because that particular day is completely taken over by GECs. You get better ratings on Thursdays, Fridays and Saturdays during the evening."

‘Club X' will be promoted across all digital platforms and social media hangouts via newsletters, updates and contests.  For the same, 9X Jalwa has partnered with Party Hard Drivers services (which avoids the risk of party-goers being convicted of drunk driving) across India with ‘Club X' playlist DVDs given to their clients. These DVDs will also be made available across select lounges and clubs, countrywide.

In addition to ‘Club X', 9X Jalwa has also recently launched programmes ‘Return Of' and ‘Gen X'. ‘Return Of' pits new music videos of old Hindi songs with its original video, while ‘Gen X' features Bollywood actors talking about their favourite songs.

9X Jalwa will also launch a new show called ‘Landmarks' soon; however Baghdadi did not reveal much about the show.

‘Club X' will air Fridays and Saturdays from 6 pm to 8 pm.