- Partners Saregama for rich content offering for SEA Diaspora as well as Arabs
- Leverages rising popularity of Bollywood in the Middle East
Mahindra Comviva, the global leader in providing mobility solutions, today announced that it is betting big on the Middle East region with its expanded portfolio of digital content. The company has entered into a partnership with Saregama – India’s leading end-to-end entertainment solution provider. The partnership will allow Mahindra Comviva to cater to its clients in the Middle East by leveraging Saregama’s extensive library of digital content targeting the SE Asian Diaspora as well as Arabs.
The Middle East is one of the biggest markets for Bollywood and its appeal extends to all age groups and ethnicities. According to a new survey that looked into the listening trends of 25,000 people across the Arabic world, Bollywood music scored particularly well locally. In some markets, like the UAE, the most popular genre happens to be Bollywood.
Saregama will provide Mahindra Comviva with a rich repertoire of digital content of over 117,000 tracks including some of the gems of Indian music. Saregama’s strong brand positioning in new media and digital space will allow Mahindra Comviva to venture into new markets successfully. Similarly, Mahindra Comviva’s reach in the Middle East combined with its robust content discovery platform will help Saregama to expand its presence in the region. Mahindra Comviva will provide services like RBT, Voice Portal, Text subscription and WAP portal which will help to increase the ROI of Saregama’s digital assets.
Speaking on the occasion, Atul Madan, SVP and Head of Digital Lifestyle Solutions at Mahindra Comviva, said “We are excited about this partnership because Saregama has such a strong association with India’s rich culture in music and film industry. This partnership will prove to be a big game changer for Middle East telecom companies in their Digital content transformation journey.”
Speaking on the occasion, Vikram Mehra, Managing Director – Saregama, said “Saregama is the oldest music label of the country with the largest collection of songs across languages, and has now also started acquiring new film music. Our partnership with Mahindra Comviva in international markets will allow us to exploit our content better.”
Currently Mahindra Comviva owns music rights for over 170,000 unique music titles in African, Arabic and International categories, spanning multiple popular genres including Hip Hop, Pop, Inspirational, Classical, Hip Life, Humor, Football Chants, RNB, Gospel, Jazz, Rock, Devotional, Reggae and Retro in over 35 languages. Operators have seen more than fourfold increase in their music services penetration and subscriber base, multi fold increase in their music revenues, using Mahindra Comviva’s digital services.
Besides this, the company owns a huge collection of video, voice, image and text content & services like devotional, full track music, music on demand, karaoke, games, contest, sports, news, humor, health & fitness, career, lifestyle, agriculture and many more.
Mahindra Comviva manages an operator’s complete content services portfolio bringing together content technology platform, discovery, analytics and recommendation tools, storefront management and business and marketing expertise to drive growth and usage.
About Mahindra Comviva
Mahindra Comviva is the global leader of mobility solutions catering to The Business of Tomorrows. The company is a subsidiary of Tech Mahindra and a part of the $17.8 billion Mahindra Group. Its extensive portfolio of solutions spans digital financial services, customer value management, messaging and broadband solution and digital lifestyle services and managed VAS services. It enables service providers to enhance customer experience, rationalize costs and accelerate revenue growth. Mahindra Comviva’s solutions are deployed by over 130 mobile service providers and financial institutions in over 95 countries and enrich the lives of over two billion people to deliver a better future. In January 2016, the company acquired a controlling stake in Advanced Technology Solutions (ATS), a leading provider of mobility solutions to the telecom industry in Latin America to strengthen its in-region presence. For more information, please visit www.mahindracomviva.com.
About Saregama India Ltd:
Listed on the NSE and BSE, Saregama India Limited, is India’s largest and best-known music recording company. Formerly known as The Gramophone Company of India Ltd, Saregama owns the largest music archives in India, one of the biggest in the world. Saregama has now expanded into other branches of entertainment – it is involved in publishing, television software and digital content. It also runs studio facilities in Dum Dum, Kolkata making it one of the best end-to-end entertainment houses in the country.
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Sundeep Mehta
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