Hungama produced about three hours of live content and the entire content is available on Hungama.com, Hungama Music, Hungama Play, Tata Sky and Airtel DTH
Archit Ambekar | Mumbai | March 29, 2017
Bollywood Music Project recently concluded its concert last weekend in Delhi. Artistes like Badshah, Mame Khan, Zublee Baruah, Arko, Sukriti Kakar and Prakriti Kakar, Divya Kumar and Shefali Alvares Sunny M R, Naksh Aziz and Shalmali Kholgade among others performed at the concert.
Amit Trivedi sang his songs like Iktara, Manjha as he also fused some songs with Rajasthani folk singer Mame Khan. Over the two-day music festival, Hungama Digital Media Entertainment ensured that it had enough content to showcase live on its platforms – Hungama Music, Hungama Play and Hungama.com. Not only that, the digital player also decided to distribute this as ‘live content’ to music services on direct-to-home (DTH) platforms like Tata Sky and Airtel.
In conversation with BestMediaInfo.com, Siddhartha Roy, CEO, Hungama.com, talks about this association and the way they are making live content available for users.
Sharing a brief background about their existing content on Tata Sky, Roy explained that the work they do on Tata Sky is on the Actve Music+ channel wherein they offer music across Jazz and blues, independent music, Sufi and Ghazal and international music.
He added, “Under this the range has been from live as well as packaged video events, which are largely coming in the concert format. This partnership with Bollywood Music Project was brought in a packaged form, where we pushed it on Tata Sky in its first edition. Since it’s a festival that happens over two days, we created interesting three-hour packaged content and ran it under ‘The Bollywood weekend’ which was played of Tata Sky’s Actve Music+.”
For the second edition of Bollywood Music Project this year, Hungama took it live across Airtel DTH and Tata Sky. Roy explained, “We built some exciting content as a pre-build up around this show, where we had artists talk about the fact that their content is going to be made available live. This entire show is available on Hungama Music, Hungama Play and on our music services on Tata Sky and Airtel DTH.”
Asked why only these two players, Roy said, “With both of these players, we actually have a video window. That’s the reason we looked at these two players. It is available to users through broadcast but is a premium value added service to these partners because you need a subscriber to Tata Sky’s Actve Music service or Airtel’s iMusicspace service to be able to get this music.”
Apart from sponsoring the event, Hungama also distributed it on the above platforms. The content will be available in different formats. It could be a specific piece of song by an artist or a 30-mnute set from an artist or the complete three-hour concert. The viewer is free to watch the format that suits them best.
The live content of this event reached over 15 million users across platforms. Over the last year, Hungama did close to a dozen live events and intend to do more in the next financial year.