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Eminent sports journalist Ayaz Memon...

Javascript on your browser is disabled. Please enable it for better performance of ETBrandEquity. Here's why Saavn is not just the same old song and dance The US-headquartered music streaming brand is trying to challenge the long-held habits and foster a culture of appointment-listening.

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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.

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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.

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