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9X Media Pvt. Ltd. has created a separate division called Audience-Brand Connect (ABC) to handle the business of branded content for the network. ABC will help brands create intellectual properties and narrate their brand stories beyond the 30-second ad format. The new division will develop bespoke advertising and promotion options for marketers across 9X Media's music channels, namely 9XM, 9X Jalwa, 9X Tashan, 9X Jhakaas, and 9XO. ABC will offer solutions such as branded content, sponsorships, and new media deals across all the Hindi and regional music channels operated by 9X Media. This would include co-created customized shows, on-ground large format events, and consumer engagements on the digital platform.