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Makes More Sense To Premiere A Song On Facebook Than A Music Channel – Rohan Jha, Sony Music

Launching a song on Facebook now makes more sense than premiering it first on a music channel, according to Rohan R Jha, General Manager, Media & Promotions, Sony Music India. At India Social 2012, he gave the example of MTV India which according to TAM TV ratings reaches out to 245,000 people, while the same channel has close to 3.2 million likes on Facebook. So, even if 10%-15% of people who like the page, watch or share the video, it's more than the number of people watching it on TV, he said. Making a viral is no science; Virality is relative Talking about the recent viral video hit, Kolaveri Di, Jha mentioned that the company felt that it could have been a viral because of the unusual content, which made it quirky, specially for audiences outside the South. However, in Tamil Nadu, the company adopted a traditional approach to promote the song and the film. He talked about how producers come to the company asking them to make a song viral, like Kolaveri di, but "there's no science to making a product viral," said Jha. Also, virality is relative to the scale and budget of the film - "If chikni chameli gets 4.5 million views it's not a viral because it's a big-budget mainstream film with big stars. On the other hand a small film like Vicky Donor, which started with an online-only promo, getting 750,000 views can be considered a viral hit," he elaborated. According to Jha, it's also…

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