Viacom 18 Media’ English-focused music channel Vh1 India has partnered with Hungama.com to launch an International music streaming Facebook app, Vh1 Pulse.
When we checked, we noticed that the app currently allows users to listen to Vh1’s pre-created playlists of International music or create their own playlists with music of their choice and listen to the streamed music content.
One can like or dislike the song they are listening to and share any specific song on their Facebook timeline. The app also features regular music player features like volume controls, jumping to the next track or going back to the previous track and shuffling their current playlist.
The app homepage currently features a carousel of new music releases, along with featured albums and top played albums. Listeners can also invite their friends and view the music their friends are listening or else browse through listeners who are presently online on the app along with the music they are currently listening to.
Will It Gain Traction?
We believe that Vh1’s integration with Facebook could be a calculated move on tapping into the existing fan base from around the world rather than acquiring new listeners. However, we think that this app could most likely be useful only to listeners on desktops and not over mobile.
Also, while we believe that Facebook drives significant usage to online music streaming sites like Saavn*, Dhingana and Gaana*, it is yet to be seen if a users will actually adopt to Facebook-based music streaming apps.
Last month, Disney UTV had launched a Facebook app called ‘Bindass Facebook Jukebox’ that allows Facebook users to vote and dedicate songs to their friends on TV. The dedicated songs will be played on Bindass TV on the Bindass Jukebox show – Monday to Friday from 5-7 pm. Zoom, another TV channel, also offers a similar app where users can vote for a song and dedicate a song to their friends on Facebook -Zoomit.
In December 2011, Saavn and Gaana had launched an open graph app based on Facebook, which allowed users to share the music they are currently listening to with their Facebook friends in realtime. Following this, Dhingana had launched a similar open graph app in May 2012.
Last month, HP had partnered with Hungama and Universal Music India to launch a subscription based music service called HP Connected Music.
Update: Speaking to Medianama, Rajneel Kumar, Viacom 18’s VP & Business Head, Digital Media said that the launch of Vh1 Pulse is to take music to the Vh1 Facebook community as a music brand along with its existing content like events and contests among others. He also mentioned that as per of the agreement, Hungama will continue to hold the rights to all the music played on the app while Vh1 just curates the music to its Facebook community. However, he refused to disclose the deal period or any financial details of the partnership.
Disclosure: Times Internet and Saavn Are Advertisers With Medianama.