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Ping Digital Broadcast & OKListen Launch India Music Network Channel


Ping Digital Broadcast, an Internet HD videos broadcasting network, has launched a digital music channel- India Music Network (IMN Tv) in affiliation with OKListen, a digital platform for musicians.  Founded by Govindraj Ethiraj, Ping Digital has raised an angel round of funding from two investors: TravelGuru Founder Ashwin Dhamera, and Ankur Daga, the CEO of  New York based precious stones e-commerce venture Angara.com.

The joint venture will enable users to access content from musicians and artists on its dedicated YouTube platform showcasing original music, melodies, and compositions. OKListen, along with Ping will create content especially for the IMN TV audience. The joint venture is an interesting one since both, Ping Digital and Oklisten, aim to feature new independent artists. While Oklisten only provides users a platform for artists to sell their music, IMV TV will shoot a video in high definition and studio quality audio and promote it on their channel.

Earlier last month, Ping Digital Network had launched what it claims to be India’s first Internet HD Broadcasting Network with a food focused channel, India Food Network and a music focused channel, India Music Network. The Mumbai-headquartered company is a Google/YouTube partner and intends to produce and distribute original content through a network of channels hosted on YouTube. Currently, it’s not planning to partner with any other video on demand distribution platform and will solely concentrate on YouTube distribution channel. Apart from that, Ping Digital is also planning to launch its own mobile apps in near future.

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Ping’s channel offers new talent a platform but does not manage them or facilitate talks with labels, unlike NH7 and other platforms. However, all the content is owned by Ping Digital and it currently monetizes through YouTube under its partner program. Ping Digital also raised funds in a angel round from two investors, Ashwin Dhamera, former founder of Travelguru & Ankur Daga, CEO of Angara.com, a New York based precious stones e-commerce venture. The company did not disclose the exact amount of funding.

Other developments

It’s interesting to see more and more content creators adopting the web only model. We have seen MTV roadies creating web specials to complement the show on TV. Shyam Kamadolli, who works with a private equity company, has said that “If last century was about broadcasting, this one is about narrowcasting and personalization.” However when it comes to web only content, monetization still remains a challenge.

Besides web-only content, production houses are also slowly uploading their content on the web. In 2011, Shemaroo Entertainment, an Indian movie production and aggregation company, launched a dedicated channel on YouTube for streaming full length movies for free. Recently, Spuul.com, the streaming service that offers Indian movies and TV shows online, tied up with Yash Raj Films (YRF) to make the studio’s movies available on the website.

Also read:
Ping Digital Broadcast Launches Food & Music Channels; Raises Funding
Opportunities In Online Video – Part I
Opportunities & Challenges In Online Video – Part II