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Saavn, Twitter launch tweet-powered online radio station

MUMBAI: Taking technology to the next level, digital music service Saavn has joined hands with Twitter India to launch a first-of-its-kind tweet-powered online radio station called ‘@SaavnRadio’.

Starting today, fans of Bollywood, Hindi and international music can become a DJ at a radio frequency of 140 characters or less. The station is now available for streaming on Saavn’s internet radio product, Saavn Radio.

Saavn co-founder and CEO Rishi Malhotra said, “Our listeners regularly tweet their songs and playlists, so this is our way of using Twitter activity to drive music programming on Saavn. Twitter is the global platform for live, public conversations, and music and entertainment are a big part of it. That music conversation now turns tweets into a radio station in real time for Saavn users. It’s a defining collaboration and just the beginning of the social music experience we are building.”

The @SaavnRadio line-up will be curated by Saavn users through Twitter’s real-time information network, and will refresh every few minutes. To directly influence the station’s programming, users can tweet @SaavnRadio to request a song from Saavn’s catalogue of Indian and English music.

Twitter India and Southeast Asia director of business development Arvinder Gujral stated, “Twitter always has and will continue to encourage innovation in the way the world experiences music. With @SaavnRadio, we are excited to amplify music accessibility and music discovery for our Indian users all over the world.”

The station will also update based on Saavn users’ shared listening activity on Twitter. Explicit requests will be prioritised over shared songs in each refresh interval, and users will receive a @mention confirmation when their requests are played.

@SaavnRadio is available for streaming on Saavn Radio for the web, iOS and Android. The company launched its internet radio service last December, offering Hindi and English music stations according to mood, genre, season, artist, or track.