MUMBAI: 9XM, the Bollywood music channel, has entered into a two-year deal with Kids Media India (KMI) to create a full licensing and merchandising programme around the channel’s popular animated characters – Bade-Chote and Bheegi Billi.

The channel is planning to roll out products ranging from apparels, accessories, back to school products, stationery and toys and games.

9XM will be paid a commission on the sales of the products.
 
INX Media EVP Sales Pawan Jailkhani said, “Bade-Chote and Bheegi Billi have become icons in their own right and are the preferred brand endorsers for several prestigious advertisers on 9XM. We think it’s time now for these characters to come out of TV screens and closer to their fans through platforms, such as retail, mobile, internet, etc. We plan to build the L&M business which has a huge potential in India, given the rising popularity of character based licensing.”
 
KMI CEO Rajiv Sangari added, “The characters on 9XM have been very successful in connecting with the viewers and have a huge fan following. With this affiliation in mind, we aim to capitalise on the existing popularity of the characters and build a robust, long term, sustainable brand programme around Bade-Chote and Bheegi Billi.”