Mumbai – India’s Bollywood music channel – 9XM, has partnered with Kids Media India Pvt. Ltd (KMI) to create a full licensing & merchandising program around the channels’ popular characters – Bade-Chote and Bheegi Billi by extending them into the product & promotional licensing space in India. Commenting on the initiative, Pawan Jailkhani, executive vice president, sales, INX Media Pvt. Ltd, says, “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. We are pleased to partner with KMI in this venture and are confident that Bade-Chote & Bheegi Billi will have an equally successful retail stint with Indian consumers.”