Zee Entertainment Enterprises Limited today announced that it has entered into a definitive agreement to acquire 9X Media Pvt Ltd and its subsidiaries from New Silk Route and other shareholders for an all cash consideration of Rs 160 crore.
9X Media, along with its subsidiaries, operates a bouquet of six music channels - 9XM (Latest Bollywood), 9X Jalwa (Evergreen Hindi), 9X Jhakaas (Marathi), 9X Tashan (Punjabi), 9XO (English), 9X Bajao (Hindi Classics). On completion of the acquisition, these channels will be added to ZEELâs current portfolio of 33 channels. The acquisition is in line with the Companyâs strategy to cater to diverse audience by offering targeted products. Besides significantly expanding its Hindi music portfolio, it gives ZEEL access to the regional music genre. It also increases its regional footprint with foray into the Punjabi market.
9X Mediaâs bouquet of channels have established a strong viewership on the back of the unique brand identity created over the years. In addition to strengthening ZEELâs television bouquet, these channels will complement the music label and movie production businesses. 9X Mediaâs popular Bollywood news portal, SpotboyE, will also be a part of the transaction. The Company is confident of utilizing network synergies to bring down the costs and significantly improve the profitability of these channels.
Punit Goenka, MD & CEO, ZEEL, said, âContinuing with our strategy of expanding into regional markets and niche genres, we are pleased to announce this acquisition which strengthens our music portfolio. Music is an integral component of consumerâs entertainment pie and we will offer our consumers a wider array of choices through these channels. 9X channels enjoy leading market shares in their respective segments and will benefit immensely from our networkâs strength to achieve higher growth potential and cost synergies. I am confident that these channels will make our entertainment bouquet even more compelling for the audience.â