etc joins hands with Sony Music and Dainik Jagran to release one of the biggest non-film music album by the legendary Lata Mangeshkar. Titled Jagraata, this two-volume album includes bhajans and geets of Mata Sherawali – the symbol of “Shakti”.
Under this tactical promotional tie up between ETC Networks Ltd and Sony Music, ETC Networks will support the album by promoting it on its music channel. While Sony Music will be responsible for production, selling and distribution of the album.
By the virtue of its almost 80 percent of prime-band presence in all Cable & Satellite homes and a programming policy that caters to all age groups irrespective of their social status, etc has emerged as the most preferred satellite channel for the promotion of films and music albums. etc makes its programming a prudent mix of Indian music by comprising various genres such as Hindi film, devotional, Indipop and basic albums.
Talking about this very special project Mr. Pradeep Dixit, CEO ETC Networks Ltd. says, “It is, indeed, a great pleasure to associate with legendary Lata Mangeshkar and Sony Music.
Although etc has a strong Bollywood focus approach, it has also carved a niche for its devotional time band, where it is accepted the market leader. We strongly believe that this devotional album by Lata Mangeshkar will be treated as a collector’s item by lovers of devotional music and will strengthen our commitment to popularise this genre of music amongst our viewers.”
Released under the Sony label, Jagraata album will be available in compact disc and tape format.