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MTV India to curate music & playlists on Apple Music

mtv india

MTV India says that it has become the first local curator for Apple’s music service Apple Music, where it will let the latter’s users listen to Bollywood and Indian indie music through curated playlists. The music channel will provide Indie Top 10 series, Coke Studio@MTV and theme based playlists along with plans to introduce music festival, celebrity and seasonal playlists. MTV claims to have a global reach of 500 million households.  

In early July, Apple Music launched in India and other countries, to be be available on iOS devices, Macs and Windows PCs at Rs 120 per month for individuals and Rs 190 per month for families, after a 3 month free trial. At launch, we reported that Apple Music had 30 million songs in its library and would be available from 30th June 2015 costing $10 a month. The service will roll out for Android users later this year, Apple had said.

In August, Apple Music claimed to have 11 million trial members signed up since its launch in June. At that time, Eddy Cue, Apple’s SVP of Internet software & services, said that out of its 11 million members, 2 million had opted for the $14.99 family plan, which allowed access for up to 6 people. Apple claims that music downloads account for two thirds of its music revenue.

MTV India- Hungama tie up
Way back in 2011, MTV India had tied up with Hungama to launch MTV DJ Dial, a mobile DJ service where users could call an IVR line on short code 5464641 and listen to music of their choice. For this, it tied up with major telecom operators including Airtel, Tata Docomo, Vodafone, MTS, Uninor and Reliance. At that time, the service offered music from Bollywood and its Unplugged TV show.

YouTube India bigger than MTV India
In the same year, Google India Managing Director Rajan Anandan claimed that YouTube India was bigger than MTV India that year in terms of revenues. “If you want to engage with urban youth between 14 and 30, there is no bigger platform. We get 5 million uniques a day on YouTube India,” he added. Anandan was responding to a question on performance versus brand advertising.

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Developments in the online music streaming segment:

– Last week, Smartphone maker Micromax invested an undisclosed amount in the music streaming service Gaana. The Gaana app would be made available on all Micromax smartphones and provide Micromax users will free trials of Gaana+ service, which allows unlimited downloads and an ad-free subscription.

– Earlier this month, Google announced its Google Play Music service at $15 per month for up to 6 users at its Nexus 5X/6P event. There’s no word on whether the service will launch in India and when.

– In August, DTH operator DishTV tied up with Hungama to launch a music service called Music Active, which would feature music across genres such as Bollywood, devotional, Western, pop and old Bollywood etc.

– In July, music streaming service Saavn raised Series C funding worth $100 million led by Tiger Global, with participation from existing investors Bertelsmann India Investments, Steadview Capital, Liberty Media, and Mousse Partners.

– Times Internet owned Gaana claims to have a library of 10 million songs and over 12 million registered users as of June.

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– Rdio launched in India this January. Rdio had earlier acquired Dhingana to enter the Indian market in March last year, after Dhingana had shut down in February last year. In May, it introduced an on-demand subscription based option called Rdio Select for its users. Priced at Rs 60 per month for Indian subscribers, Rdio Select would cost its US counterparts $3.99 per month.  

– Australian music service Guvera claimed to have over three million users in India and a global user base of 10 million.

– In February, Bharti Airtel’s music streaming application Wynk said that it had crossed five million downloads since its launch in September.

– In May, digital entertainment company Hungama claimed to have crossed 50 million monthly active users (MAUs) worldwide across its service.

While the current music streaming domain is expanding, in 2013, Network18 owned In.com shut down its music streaming offering. Likewise, in 2012, Rediff also pulled the plug on its online music service Songbuzz, according to a note on its website, almost three years after it began, in November 2009.

Check out our music and music streaming coverage here and here.

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Written By

I'm a MediaNama alumna from 2015-16 (remember TinyOwl?) now back to cover e-services like food and grocery delivery, app based transport and policies, platforms and media in India.

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.



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