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9X Media firms up Bangla plan, selects BroadStream for integrated playout

MUMBAI: 9X Media, which is in the
process of launching a Bengali music
channel, has partnered US-based
BroadStream Solutions for its existing
OASYS integrated playout system.
TelevisionPost.com was the first to
report that 9X Media was planning to
launch its Bangla music channel this
fiscal and that, like other 9X Media
channels, the Bangla channel would
have a pure-play format.
Regarding the selection of the OASYS
integrated playout system, 9X Media
VP of network operations Nikkhil
Shirodkar said, “When it comes to a
new channel launch, all we’ll have to
do is literally ‘plug in’ the software
and play. It is the fastest and most
easily scalable playout system in the
market today and has saved us an
incredible amount of time and
9X Media was the first network in
India to benefit from channel-in-a-
box, file-based playout and has been
using the OASYS system since its
inception in 2008. All other 9X Media
channels, 9XM, 9X Jalwa, 9X Jhakaas
(Marathi), 9X Tashan (Punjabi), and
9XO English) already use BroadStream
Solutions’ playout system.
“When it comes to integrated graphics
capabilities, I haven’t seen a better
system than OASYS”, added Shirodkar.
“We’ve even developed our own in-
house automation based completely on
XML which enables a producer to
change the entire look and feel of the
channel by simply filling in an Excel-
based form. A single file is all that is
required for triggering all graphical
elements which otherwise would have
required additional mastering and
OASYS provides 9X Media channels with
extensive onscreen graphics, including
lower thirds, tickers, squeeze backs,
picture-in-picture and more. Data
sources include RSS feeds and social
media platforms like Facebook and
“One of our core values at 9X Media
has been to embrace new technology,
so we took a decision in choosing the
OASYS system at the time when the
concept of a channel-in-a-box was
relatively nascent and buying a legacy
solution would have been the safest
option,” commented Shirodkar.
“It has proved to be one of the best
investments we’ve made, not only
because the automated playout has
freed up our editorial staff to work
entirely on larger projects, but also
because of how the OASYS software
has continuously evolved to give us
more flexibility as we move forward,”
Shirodkar added.
BroadStream VP of sales EMEA Micky
Edwards commented, “9X Media
Network is a true pioneer when it
comes to file-based playout, and
we’re very proud to be involved in such
an exciting project. It is partners like
these who can help us take
broadcasting technology to the next
Besides the music channels, 9X Media
also operates a Bollywood news portal
called www.9xe.com.

9X Media firms up Bangla plan, selects BroadStream for integrated playout

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