In 2003, a third private TV station began its test transmission in Klang Valley by early August, revealing the Channel 9 name to the public.

[6] A new corporate logo and web portal of Channel 9 was launched on 12 August 2003 and officiated by the then-Minister of Energy, Communications and Multimedia, Leo Moggie.

[7] The TV channel catered to young audiences[8][9][10] and offered programmes in various genres such as drama and variety shows.

[14] Channel 9 delayed its tune-in exercise, which slated to start on 16 August, and resumed on 2 September, prior to its official launch.

[35][36][37] Starting 1 July 2004, Channel 9 underwent a major rebranding exercise with an up-to-date branding image and launch a new slogan, "Malaysia…lah!".

[38][39] Following the rebranding, the channel installed a transmitter in Bukit Besi to allow viewers to receive good wide coverage of its transmission.

[51][52] In September 2005, Media Prima confirmed that it would relaunch the channel in the first quarter of 2006 after receiving approval from its minority shareholders.

[55][56][57][58] Channel 9 was renamed and rebranded into TV9 on 17 March 2006,[59] with test transmission commenced on Saturday, 1 April 2006 with 4-hour broadcasts from 8:00 pm to midnight daily and airing music videos mostly in Malay.

[60] Full launch of the channel began at noon of 22 April 2006 with 13-hour broadcasts from 12:00 pm to 1:00 am daily and a new slogan: Dekat di Hati (Malay for Close at heart).

[80] On 6 September 2007, TV9, along with its sister channels TV3, NTV7, and 8TV, were made available for online viewing via Media Prima's newly-launched streaming service, Catch-Up TV, which later rebranded as Tonton.

[81][82][83] On September 2008, TV9 was airing a Philippine drama series produced by ABS-CBN Studios titled Super Inggo with Malay-dubbed.

On 5 March 2018, TV9 revamped its programming lineup to solely focus on rural Malay communities in order to reduce viewership.

Media Prima did so as part of its television revamp which saw its channels aligning with a specific core audience.

Korean and English programmes aired on the channel were then transferred to the NTV7, which also revamped on the same day to serve the "Modern Malaysia" audience.

From 31 December 2018, Media Prima made a major restructuring overhaul among all of its channels, as well as few rumoured job losses.

[90] The teleshopping block became a fully owned subsidiary on 1 November 2020 after the group bought CJ's remaining 49% stake and was rebranded as simply "Wow Shop".

[93][94] In December 2023, TV9 ended the Kool 101 simulcast segment due to lack of listenership, replaced by Hot FM at the same scheduled time.