Mumbai's very own channel aired everything appealing to the Mumbai palate. A variety of programs; movies in Hindi, Marathi and Bengali; American informative programs; music and Hindi film based programs. It reran two hot favourite serials of 1995 exclusively for the Mumbai audience. And with its news channel In-Time, it aired the island's news in local languages Hindi and Marathi.

In other words, it just reflected the essence of the city Mumbai. Thus In Mumbai was positioned as: