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Airtel launches ‘Wynk Tube’, to serve digital entertainment on smartphones in tier II, III towns and villages

Wynk Tube, an extension of Wynk Music, allows users to stream audio and video of popular tracks within the same interface. Users can switch between audio and video of favourite tracks with a single touch

Following the success of its OTT music streaming app Wynk Music, telecommunications services provider Airtel has announced the launch of its new music streaming app ‘Wynk Tube’. With this move, Airtel has expanded its fast-growing content portfolio, especially keeping in mind the needs of the next 200 million smartphone users.  

The app, built for India by Airtel’s in-house teams, aims to simplify the digital entertainment experience for hundreds of millions of smartphones users, particularly in tier II and III towns and villages. Smartphone customers in these markets have a strong affinity for streaming videos of their favourite music tracks and want the convenience of being able to listen and watch their favourite tracks. There is also a need for vernacular interface that makes the user experience much more personalised and lowers the barrier to smartphone usage. Airtel has used a combination of smart, simple and intuitive interface backed by a powerful machine learning algorithm to power recommendations and personalise the app. 

Wynk Tube, an extension of Wynk Music, allows users to stream audio and video of popular tracks within the same interface. Users can instantly switch between audio and video mode of their favourite tracks with a single touch. The app is available for Android smartphones.    

Wynk Tube has been built as an extremely light app (only 5MB) that will operate seamlessly on even basic smartphones, including Android Go variants. The app will be available to users in 12 Indian regional languages (including Kannada, Marathi, Telugu, Tamil and Bhojpuri) besides English and Hindi and enables a highly personalised experience. Wynk Tube also features deep voice-enabled search to help users discover their favourite music.    

Sameer Batra, CEO, Content and Apps, Bharti Airtel, said, “Wynk Tube has been built for India 2.0, keeping in mind the digital entertainment needs of hundreds of millions smartphone users in non-metros and small towns. An integrated audio-video music experience delivered in a simple yet intuitive vernacular interface makes Wynk Tube a unique and powerful proposition. Wynk Music gave shape to our journey to the first 100 million users and we believe Wynk Tube will accelerate our journey to the next 100 million users. Regional content and personalisation through AI, big data will continue to be a big agenda for us and we hope to build Wynk Tube into one of the most popular music platforms in India with even the possibility of user generated content as a differentiator.” 

Wynk Tube is launching with a collection of over 40 lakh songs and related videos.

Some other exciting features of Wynk Tube:

1) Zero subscription charge for Airtel users with unlimited streaming and downloads.

2) Auto pulls all MP3 music files already on the smartphone and uses as part of playlists.

3) One touch play — Welcome playlists for new users. Weekly playlists are refreshed for each user based on his or her listening history.

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