How Saregama India is making an attempt to make its enterprise future-proof

Saregama India is transitioning from a retro music catalogue firm to an aggressive content material creator throughout music, movies and tv. The corporate, within the final one 12 months, has began investing in new movie music, by creating music for movies comparable to Ek Ladki Ko Dekha To Aisa Laga, Complete Dhamaal and Panga. The corporate additionally plans to foray into Bhojpuri movie music. It is Three-year-old movie manufacturing arm, Yoodlee Movies, which focuses on digital releases has licensed 10 movies to Netflix and three to Hotstar as originals. “We’re conserving the corporate related for 20-30 years down the road,” says Vikram Mehra, MD, Saregama India.

Contemporary content material creation is going on on its pre-loaded music system Carvaan too, on which it has launched podcasts. It’s not solely creating its personal podcast content material, it has additionally partnered with the likes of BBC, movie critics like Anupama Chopra, in addition to meals and journey fans to create 282 podcast channels. “The most recent model of Carvaan has a return path. It hooks on to your property WiFi, you proceed having fun with your 5,000 songs which might be pre-loaded in it. Past that if you wish to take heed to content material aside from music, flip the identical knob off and we’re streaming 282 totally different podcasts on to your Carvaan,” explains Mehra. Carvaan, says, Mehra, is transferring from simply an audio product to an audio platform. Not like earlier, when Carvaan solely contained Saregama-owned content material, it has now began providing outdoors content material by podcasts, which is being usually up to date.

The corporate is now taking a look at monetising its podcasts by promoting. Simply as YouTube shares its advert income with its content material creators, Saregama additionally plans to share 40 per cent of the promoting income it generates with its content material creators and would additionally permit the creator to retain the mental property. Within the COVID period, when most manufacturers are more and more choosing extra intense engagement with their audience relatively than doing a 30-second TV advert, Mehra believes that his podcasts are particularly fitted to it. “We’re ready proper now that a mean shopper listens to podcasts between 32 minutes every day to, on a superb day, the quantity is even touching 40 minutes,” says Mehra.

The corporate lately entered right into a licensing cope with social media large, Fb, the place its music content material can be utilized by Fb customers to generate their very own private content material. Mehra says that retro music has been doing particularly effectively among the many youthful era. “Even customers on platforms comparable to TikTok are creating content material utilizing retro songs. New age platforms comparable to Fb are realising that lot of their shoppers wish to use our content material of their private movies, and therefore licensing offers are taking place.”

Carvaan’s development from an audio product to an audio platform and the corporate’s transition into a bigger content material firm appears to be the necessity of the hour. In Q3FY20, the corporate had reported a 23 per cent dip in earnings for Carvaan. With retail coming to a halt in the course of the lockdown, it additional added to its woes. Saregama’s income in FY19-20 declined by four.26 per cent to Rs 521.47 crore.

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