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9XM is an Indian Hindi music television channel, broadcast in India based in Mumbai. The channel is owned by 9X Media, an Indian television broadcaster, owned by a consortium of private equity fund investors. 9XM airs the latest Bollywood songs interspersed with jokes and anecdotes by its animated characters, such as Bade and Chote, Bheegi Billi, Badshah Bhai and The Betel Nuts. In 2010, 9XM announced its foray into the licensing and merchandising business for its popular animated characters. The channel has also introduced a live streaming service called 9XM Live on its website.
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