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Zee inks deal with audio content platform Audioboom

MUMBAI: Audioboom, the audio social media platform, has inked a content deal with Subhash Chandra-promoted Essel Group, the owner of two leading broadcast networks Zee Entertainment Enterprises Ltd (ZEEL) and Zee Media Corporation Ltd (ZMCL).

Audioboom and Essel will be developing a technology solution that will connect Audioboom’s content platform to Zee’s IVR systems. Audioboom is a free platform that enables the creation, broadcast and syndication of audio content across multiple global verticals.

Initially, Audioboom will provide over 30 new channels, allowing embedding and sharing of content across websites, apps and social media and live reporting from the field by Zee TV reporters and journalists.

There is also a considerably bigger market opportunity that Audioboom and Essel are currently developing. As well as targeting the estimated 100 million smartphone users in India, there are an estimated 750 million ‘feature phone’ users who access news, sport and entertainment content over WAP and IVR systems.

This will mean Essel’s portfolio of brands and Audioboom will be able to instantly broadcast content to smart phones, feature phones and basic phone lines via IVRs, offering paid premium or free sponsored callback content to over 750 million users across the Indian subcontinent.

Work is ongoing and at an early stage but this technology will provide Audioboom and Essel access to one of the largest and fastest growing media markets in the world.

Audioboom CEO Rob Proctor commented, “We are delighted that Essel and its many global media properties are partnering with us. This gives us the prospect of reaching hundreds of millions of smart and feature phone users, providing them with free and paid for news, sport and entertainment audio content and providing content partners and advertisers with the technology to reach this important market.

“This is a significant deal for Audioboom; it establishes our brand in the Indian sub-continent with a major media partner, creates immediate operational scale and establishes a clear path to monetisation. I look forward to further developments as the technology and content is rolled out across India and intend that this deal becomes a template we will replicate with other global media companies.”