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Hungama Music forays into original audio programming

The first original audio show in Tamil, ‘Endrendrum Punnagai’, is available. It will soon launch additional shows in other languages, including Hindi, Telugu, Punjabi, Bengali and Marathi

RJ Sindhu

Hungama Music, the music streaming platform owned by Hungama Digital Media, has announced its foray into original audio programming.

Starting with ‘Endrendrum Punnagai’, a Tamil audio original, Hungama Music will soon launch additional shows in other languages, including Hindi, Telugu, Punjabi, Bengali and Marathi, among others. Hosted by RJ Sindhu, ‘Endrendrum Punnagai’ is now available to stream on Hungama Music.

Hungama Music’s audio originals will benefit from its wide availability and multiple customer touchpoints, and reach over 30 million listeners. Accessible on various platforms and across ecosystems, consumers can enjoy Hungama Music’s content on smart devices, through apps on Google Playstore and Apple Store, web interface and AI-enabled assistants like Alexa. Additionally, Hungama’s strategic association with Xiaomi will also enable consumers to enjoy the shows through Hungama Music on Mi Music. 

Siddhartha Roy, COO, Hungama Digital Media, said, “Like video content, there is an increasing demand for differentiated and local content on music streaming platforms. Over 48% of our audience consumes content in languages besides Hindi. Our audio originals will help us enhance the user experience by offering an enriching catalogue of exclusive content, besides a multi-lingual and multi-genre library of songs and music videos. We plan to launch five to six audio originals in the next 12 months and aim to increase our regional user base by almost 30%.”

Hosted by RJ Sindhu, Endredndrum Punnagai will focus on musicians from Tamil Nadu and their contribution to the world of music. The RJ will offer interesting insights into the works of renowned musicians and get the listeners acquainted with some lesser-known facts about the biggest names in Tamil music. The initial episodes of the show will be dedicated to the internationally-acclaimed musical maestro, AR Rahman, with subsequent episodes being dedicated to other well-known musicians from Tamil Nadu.

Hungama Music had ventured into original programming in 2017 with ‘Hungama Spotlight’, a live video show that allows fans to catch their favourite musicians in an informal and intimate setting. The show is available for streaming on Hungama’s audio, video and social platforms, and has reached a global audience of over 38 million with just 35 episodes.

Through its audio originals, Hungama will focus on creating locally-relevant audio content that enhances the overall music listening experience and complements its vast library spanning multiple genres and various Indian and international languages.

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