Is the Indian audience ready? April 14, Image for representation only. Thinkstock Globally, audio is experiencing something of a resurrection. All of these are essentially trying to do one thing — make audio more bite-sized and shareable or make it social as video has become globally.
Which also means stepping out of music-only and looking at audio in its entirety. That is not the stated goal of Saavnthe music streaming brand with a predominantly Indian offering and base.
Historically, India has been driven by the visual medium, with radio considered synonymous with music, mostly front-lined by Bollywood and its off-shoots. So how much business-sense does this extension make? The latter offers ad-free and offline listening. There are plans to make some of the originals series exclusive to Saavn Pro, informs Vinodh Bhat, co-founder and president, Saavn.