Star-Balaji-9X episode witnesses new twists

The growing number of Hindi GEC has finally taken its toll, with talks of channel 9X selling itself to Balaji Telefilms gaining steam.

9X is run by INX Media, which is promoted by former Star TV India Chief Peter Mukherjee who along with his wife has a 50% stake in the company. 9X was promoted with much fanfare with huge advertising and becoming the first channel which was telecast in HDTV mode.

But with entry of Colors, things might have taken a complete turn as the channel has been losing viewership owing to its undiferentiated offerings and competition from other Hindi GEC. Even the much publicised Mahabharat has failed to take a lead in ratings and is rumoured to go off air.

It is quite possible that Balaji Telefims may buy a majority stake in 9X and infuse the much needed cash in the channel. The deal may go through in a friendly way as Peter Mukherjee was the one who brought Ekta Kapoor to the Star fold.

Balaji may also sell the 26% stake held by Star to a 3rd party at attractive valuation and raise the cash needed for the deal.

The deal may fulfill the dreams of Ekta Kapoor of starting a new Hindi channel and help it to build on her dream project Mahabharat and pit it against other mythological shows running on NDTV Imagine and Colors. source