Taking its cue from them, satellite-based digital audio broadcaster WorldSpace has launched three new pay channels — Orbit Rock, The Hop, Oyeme! — taking the total number of channels in its bouquet to 30 and the number of WorldSpace-branded channels to 11. Besides, it has converted the free-to-air older branded channels into pay channels.
The move to go pay is based purely on audience feedback. According to sources, the audience is willing to pay even up to Rs 200 per month for the quality and kind of music they listen to.
While Orbit Rock would play classic rock music that Indians are very familiar with, such as the Rolling Stones, Boston, Pink Floyd and Eric Clapton, from the late 60s, 70s and early 80s, Hop would take listeners back to the rock-and-roll years of the 50s-70s from artists such as the Beatles, Buddy Holly, Beach Boys, Stevie Wonder and Righteous Brothers. Oyeme!, described as a tropical music channel, would bring in the top Latino numbers and Latino dance mixes.
WorldSpace charge only a nominal fee of Rs 299 for all 11 channels for six months. And as a gesture of appreciation to the existing customers, WorldSpace charge only for the three new channels (Rs 199 for six months) and provide the remaining eight channels at no cost.