Tata Sky, one of the pioneers in the direct-to-home (DTH) space, recently launched ‘Music+’, a service with four music genres on its Pay TV platform in partnership with digital entertainment company Hungama. Segregated into four segments – Mehfil, Indie Rootz, Jazz and more and International — the service is co-curated by popular Bollywood music artist trio Shankar-Ehsaan-Loy.
‘Music+’ will give Tata Sky subscribers exclusive access to a rich trove of music content (ranging from classics to latest launches), including music videos, concerts and artist interviews from genres such as International Pop, Country, Rock, Indie music, Jazz and Blues, Sufi, Folk, Nazms and Ghazals. Subscribers of Tata Sky Music+ will also be able to watch some of the biggest on-ground music events and festivals in the country from the comfort of their homes.
Throwing light on the content strategy, Pallavi Puri, Chief Commercial Officer, Tata Sky said there is 24-hour on-demand content available for Tata Sky subscribers. Siddhartha Roy, CEO, Hungama.com said they have a bank of about three months.
The channel will have hit songs, new releases, artist interviews and recorded live concerts. The service is equivalent to four channels in one channel. The ‘Mehfil’ section will play the best of songs across the genres of Sufi, Ghazal and Qawaali. The ‘International’ section will play rock, pop, retro and dance hits of international artists. The ‘Jazz and more’ section will play Jazz, Soul, Blues, Country and Soul Music and the ‘Indie Rootz’ section will play Contemporary Pop, Rock and Folk music of Indian artists.
The idea is to give consumers music apart from Bollywood and is among the four genres that are the service provider is offering.
Puri said, “While there are many popular music channels on television today, we felt there is a need for a destination that showcases unique genres like Sufi, Qawwali, Folk, Jazz, Country and more. Now, with the launch of Music+, Tata Sky subscribers get access to the best of these genres, on their TV screens, any time of the day. And with content specially curated by the musical legends Shankar-Ehsan-Loy, the offering on Music+ is guaranteed to be qualitatively superior.”
Roy said, “We are delighted to partner with Tata Sky for Music+ and offer curated music content for the discerning audience who have an evolved taste in genres like Ghazal, Sufi, Jaaz and Blues, International, Indies and so on. The Music+ experience promises to be unique with a variety of content and a line-up of great artists like Pankaj Udhas, Jagjit Singh, Elvis, Abba, Miles Davis, Eric Clapton, Salim-Suleiman, Armaan Malik and many more.”
Tata Sky Music+ will be available on Channel No. 817. It will be available to all Tata Sky subscribers free for the first five days and subsequently priced at just Rs 3 per day, making it accessible to subscribers across age-groups, geographical and socio-economic boundaries. – Best Media Info