While much of the attention has been focused on the SMS Spam guidelines from India's telecom regulator TRAI, another directive is looking to address subscriptions to content and billing practices. These guidelines will have an impact on the mobile music business - namely caller ringback tones and mobile radio. MediaNama spoke with Neeraj Kalyan, President of T-Series, one of India's largest music labels, about how these guidelines impact their business, and what they are doing about the guidelines: MediaNama: What part of your music business comes from mobile? Neeraj Kalyan: Mobile contributes around 40%, and the rest is from Radio, TV and Physical put together. With these guidelines, the overall business - the music on demand, CRBT push by way of Outbound Dialer will get affected to an extent, but nothing drastic. MediaNama: How does it impact your business? Neeraj Kalyan: If you look at the overall objectives of the guidelines, it is extremely laudable, because people have been extremely upset about the calls and SMS'. At the same time, we also have to understand marketing (using) SMS push as well as VAS. You can't expect a guy to basically wake up in the morning, and expect that he is only thinking about selecting his song for his Ringback Tone, or for downloading a song. To download, he has to send an SMS (email) or a fax. That is absurd. How many times have you done that? MediaNama: Let's leave aside email and fax... Neeraj Kalyan: Even on SMS. What percentage…
Interview
Cannot Penalize An Entire Industry Because Of A Few Black Sheep – Neeraj Kalyan, President, T-Series
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