Songdew, Videocon d2h synergize their thoughts on independent music channel: Sandip Tarkas

Tarkas, Director, Songdew talks about the partnership with Videocon d2h to launch Indie music channel Songdew TV

Songdew.com, a leading online music publishing platform, has partnered with DTH player Videocon d2h exclusively to launch a 24-hour active service providing a TV platform for Indie music to over 19 million households across India. The channel will show the best of independent music and live acts from across the country.

Songdew TV allows artistes to collaborate, create, publish, promote and distribute their music. The channel is for music lovers who can enjoy numerous private albums that are not available in the mainstream media.

Commenting on the partnership, Sunil Khanna, Founder, Songdew said, “More than 28000+ talented musicians and bands creating some outstanding music, lack a platform to present their creation to music lovers in India. Songdew TV is a giant step in that direction and we are delighted to partner with Videocon d2h as our first DTH platform.”

Here are excerpts from a conversation with Sandip Tarkas, Director, Songdew:

What is the objective behind the association with Videocon d2H to launch Songdew TV?

Videocon is one of the leading providers of high tech DTH services and we also found a synergy in our thinking about content and the vision of what a channel focused on independent music can achieve.

Tell us a little about the platform Songdew.com and Songdew TV - and the marketing initiatives to promote them.

Songdew is the largest community of independent musicians with over 28,000 registered artistes and a massive bank of independent music that is quite spectacular. The best form of promotion that we will have is leveraging some amazing cross-media promotional opportunities from the web to the app to the TV channel. We also have a bank of some amazing musicians doing unplugged acts for the channel and many more activities.

What about the revenue model of Songdew and Songdew TV and expected quantum of revenue?

There are multiple revenue models and that is another advantage that we will have over anybody else. So, apart from advertising across all the platforms, original music production and music licensing and live events are some of the major revenue streams that we have and we plan to touch Rs 10 crore in revenue across platforms.

What has been the experience since the launch of Songdew.com? What are the challenges you faced?

Apart from the usual start-up challenges, the platform is quite unique and the musician community bought into it pretty quickly. Listener acceptance took a little longer but has been growing spectacularly, especially in the past 8-9 months. The revenues too have doubled in the last one year. With the launch of TV, we expect an even more spectacular growth this year.

What next for both the website and the TV channel? What are your future plans?

We plan to grow aggressively axis both the platforms feeding on each other with the right kind of marketing push.

Here is the channel's showreel:


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