9X Media, which operates Bollywood music channel 9XM, is gearing up to launch another Hindi music channel, 9X Jalwa, on 25 February.

9X Jalwa, touted as a "timeless Bollywood music channel", will follow the same business model of playing back-to-back Bollywood music with humour-led character's interstitials and trivia-based slate-shows.

The new channel, with a tagline Koi Shaq, will air songs from the mid-sixties till 2000.

"We are launching 9X Jalwa on 25 February. The channel will play timeless hit music with melodies from 1965 till 2000. Competitors are airing either half-hour or one-hour slots. Our viewers will get a 24-hour channel to consume timeless Bollywood hits. We see a tremendous opportunity here," 9X Media Sr VP and head