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Saavn launches original programming, forms new partnerships
MUBAI: Music streaming service Saavn has launched a new initiative for original programming that will include long-form audio programmes for its global listener base.
The company has also partnered radio icon Neelesh Misra, podcast network Indus Vox Media and digital media brand Arré to revolutionise digital entertainment with 10 new audio shows.
Saavn was founded in 2007 and has offices in Mumbai, Gurgaon, Bangalore, New York and California.
“India is the most exciting entertainment market in the world and mobile streaming is the medium of choice for millions of users in India and around the globe. Today, we are turning Saavn from a music-only product to an entertainment platform—a platform with the best music experience, groundbreaking original programming, and a true home for artists and creators,” said Saavn co-founder and CEO Rishi Malhotra.
Neelesh Misra will be part of two original shows for Saavn that will debut on 1 May. He will narrate ‘Qisson Ka Kona’, a storytelling programme, along with ‘Time Machine’ (premiering mid June), a show covering mythology.
Saavn has also partnered new-age digital brand Arré to produce the original true crime series ‘Trial by Error: The Aarushi Files’.
“Storytelling is very much the people’s medium in India, and the internet represents the future of that medium. I am ecstatic to partner Saavn to bring the power of stories to an audience around the world,” said Misra.
Under Saavn Originals’ association with Indus Vox Media, it will offer two shows—’Maed in India’, featuring interviews and performances by top indie musicians, and ‘Cyrus Says’, an irreverent, comedy talk show discussing current events.
The initiative will also introduce Saavn’s artist-in-residence programme, a creative platform highlighting the best new musicians and bands. The first artist-in-residence is Nucleya, a popular Indian indie electronic artist.
Additionally, Saavn will continue to commission and publish new original programming, including new properties produced in partnership with both Indus Vox Media and Arré.
The launch of Saavn Original Programming marks an opportunity for advertisers as well. For advertisers, the initiative provides a novel set of innovative ways to engage with audiences through audio content. With non-music audio programmes, brands will gain exclusive, native placement opportunities as content creators, above and beyond sponsorship.
Arré founder B Sai Kumar added, “We are incredibly excited to bring our shows to Saavn’s highly engaged audience of millions. Arré, true to its promise of being multi-genre and multi-platform, is very excited about the potential of the audio medium, given the explosion in listening devices, in broadband connections, and in the ‘head-phone lifestyle’ of millennials. Podcasts and spoken-word programmes are the future of entertainment, and Arré – Saavn Originals is creating a promising platform for artists and creators to thrive in future.”