Saavn turns into entertainment platform with Original Programming

Image: Joshua Navalkar

(L-R) Paramdeep Singh, Rishi Malhotra and Vinod Bhat, co-founders of Saavn

Music streaming app Saavn on Tuesday announced the launch of Saavn Original Programming, in partnership with radio icon Neelesh Misra, podcast network Indus Vox Media, and digital media brand Arré.
 
“With this launch, we are turning Saavn from a music-only product to a millennial entertainment 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.

“While music is at the heart of everything we do, we are building off that success to bring our listeners closer to India's best talent in storytelling, comedy, documentaries, and sports. Mobile is the new cable box and we're bringing these channels to life; they’re made in India, for the world to hear," he adds.

Under the new initiative, 10 new shows will debut on the platform, starting May 1. The slate of shows include two original series by Neelesh Misra, who will narrate Qisson Ka Kona, a storytelling programme, along with Time Machine (premiering mid-June), a show on mythology. Misra says, “This show will enable me to reach a truly global audience, far beyond that of terrestrial radio alone.”

Another interesting show is the crime series Trial By Error: The Aarushi Files, hosted by Nishita Jha.

Additionally, the line-up includes popular programmes from Indus Vox Media, like Made in India hosted by Mae Thomas for indie music lovers; Cyrus Says, by the ‘Bakra’ Man Cyrus Broacha, a comedy talk show on current events; and Geek Fruit, hosted by Tejas Menon and Jishnu Guha, a technology review show.

Another initiative, Artist-in-Residence, Saavn aims to highlight and provide a platform to new musicians to put out their music to the world. The first of such associations is with indie electronic artist Nucleya.

Along with listeners and artists, advertisers too will benefit from the launch of this initiative, through exclusive, native placement opportunities, as content creators, above and beyond sponsorship, according to the founders.

All the shows will be available for free currently, say the founders. They add that around 75 percent of Saavn’s revenue comes from ads and the remaining comes from subscriptions. Going forward, it might change. “A particular piece of content may be free in one region and behind the pay wall in another. Digital gives us the liberty to experiment and keep adapting until we get the right mix,” says Malhotra.
 
Savvn currently streams in 196 countries and offers over 30 million tracks in 13 languages and partnerships with over 900 labels, including T-Series, Sony, Universal, Saregama, Tips, Eros, YRF and Warner Music.