(11 February 2009 9:00 pm)

MUMBAI: Hindi general entertainment channel 9X will be available on Prasar Bharati's DTH platform DD Direct Plus from 12 February.

DD Direct Plus charges Rs 6 million a year for carrying channels on its direct-to-home platform.

With the latest distribution deal, 9X will be available to an additional seven million households nationwide. This includes audiences in rural markets, where DD Direct Plus commands a substantial presence.

9X will be INX Media's second channel on DD Direct, in addition to its Bollywood music channel 9XM.

Says INX Media founder and CEO Indrani Mukerjea, “I am delighted that our Hindi GEC 9X will now also be available on DD Direct. This will enhance the channel's reach significantly and will connect us to many more households overnight across the country.”

9X is now available on all the DTH platforms in India - DD Direct Plus, Dish TV, Tata Sky, Big TV, Sun Direct and Airtel Digital TV.

9X has stopped running fresh programming on the channel since the TV workers strike in November last year. INX Media has been in talks with investors to raise funds, but is yet to stitch a deal.