India-targeted streaming service Saavn expands into non-music content material

India-focused streaming service Saavn expands into non-music content

India-targeted streaming service Saavn has dipped its toes into non-music content material after it introduced a foray into lengthy-type audio programming.

The New York-headquartered agency revealed its intention to maneuver into video final summer time, when it raised a $one hundred million Collection C spherical led by Tiger International, and this can be a first step in the direction of that objective. The transfer is just like expansions that international providers Spotify and Deezer have made prior to now.

For now, it’s beginning with audio tales and podcasts which type a part of a new ‘Saavn Unique Programming’ technique. The corporate has recruited digital media agency Indus Vox Media and radio journalist Neelesh Misra to assist lead that push. Misra will present two unique collection, whereas Indus Vox Media’s programming will embrace music-targeted present Maed in India, comedy collection Cyrus Says, and extra.

Arré, a digital enterprise backed by entrepreneur Ronnie Screwvala, is one other content material companion, whereas Saavn additionally unveiled an ‘Artist-in-Residence program’ to advertise music expertise.

“At the moment, we’re turning Saavn from a music-solely product to an leisure platform — a platform with the perfect music expertise, groundbreaking unique programming, and a real house for artists and creators,” Saavn co-founder and CEO Rishi Malhotra stated in a press release.

“Cellular is the brand new cable field and we’re bringing these channels to life; they’re made in India, for the world to listen to,” Malhotra added.

Saavn claims to have a library of over 20 million songs, and greater than 18 million customers — most of whom are based mostly in India, though the service is accessible worldwide. The startup is up towards some fierce competitors in India, the place native gamers together with Occasions Web’s Gaana and Hungama, a music and movie agency lately backed by Xiaomi, compete for consideration. Apple Music and Australia’s Guvera are among the many international names which might be additionally current, whereas TechCrunch understands that Spotify can also be casting its eye on the Indian market.

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