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Saavn to launch nine original audio shows

Live at Saavn

Music streaming service Saavn has launched nine original audio shows on its platform, reports the Mint. The report mentions that Saavn will look to get into video next, although the company provides no timeline for it.

The shows launched include ‘Qisson ka Kona’, ‘Trial by Error: The Aarushi Files’, and ‘Cyrus Says’ among others. Interestingly, the company mentions that it plans to charge higher ad rates for these shows, and eventually, put some of the original content behind paywalls. As of now, Saavn charges for an ad free subscription, while free users can use the platform supported with ads.

Saavn funding: In July last year, Saavn raised $100 million led by Tiger Global and from other existing investors. At the time, it said it would update its apps to include personalised multi-language homescreen. Rishi Malhotra, cofounder and CEO of Saavn, hinted in a statement that there was a likelihood of Saavn expanding to the entertainment business other than its music business.

Demand for originals: Last month YouTube, along with its content partners Culture Machine, Only Much Louder (OML), Qyuki and The Viral Fever (TVF) said it would launch original properties. The same month, Vuclip branched into original content with the launch of Viu Originals

Similarly, in January, Bollywood actress Priyanka Chopra partnered with subscription-based video streaming service nexGTv to air an original show called “It’s my city.” In December, YuppTV has launched YuppTV Bazaar, a new category of curated user generated content.

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Also read: How Netflix’s Indian entry affects video players in the Indian market

Previous Saavn developments:

– In May, Saavn launched a new series of live acoustic shows and interviews with popular international and Indian artists dubbed Live@Saavn. The artists would be hosted at Saavn’s Mumbai headquarters and the company planned to produce videos of the live sets that would be made available on YouTube.

– In April, it launched Saavn Social, a set of in-app social features which included the ability to tag, follow, chat and share playlists, profiles, celebrities and listening activities with other users on Saavn. The new features would be available to users on Android, iOS and web simultaneously.

– In March, it added a new music sharing feature at the India Today Conclave in New Delhi. The new feature would notify users when a celebrity added a new song to their playlist apart from letting users share their songs with their friends.

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