Indian Music Labels Wake Up To Online Distribution
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Late! But, chalega. Still better than never. After the mega success of foreign online music stores like iTunes , Urge and Rhapsody.com, Indian music labels are finally getting up to setting up of online music stores in India. Saregama India, Sony BMG and T-Series have made a total of 50 lakh tracks available online. This can be seen as a step to combat piracy and monetize their online stock of music.
Saregama will be making available the downloads on its website. Songs will cost Rs.12 for a five minute piece. If the songs exceed 5-minute, Rs.12 will be charged for every additional 5 minute.
With the increased use of mobile phones in India, exchange of music tracks is one things that’s. Piracy has been doing industry much loss. Seeing many of the music junkies are actually downloading songs off the internet, it can very well be comprehended that online 
is a distribution medium that many of the contemporary youth prefer. Paying a small, fee for a song that they are interested in should not hurt. This has been verified by service like iTunes. However, it should be kept in mind that India is a price-sensitive market. And how the content is priced initially, will have a long-term effect on the performance of the service.
With time, and economy of scale, the price of downloading a track will, and should come down. However, the initial price of Rs.12 still seems on a higher bit. A price that is half of this, or still better, one-third can really act as a tempting offer. A quick survey of netizens downloading indian music from the internet will show there are enough people to generate descent revenue even at this price-point. The volume is what will drive the sales. Bollywood is big in India. Just give it to them at a descent price (Read, below their expectations ) and see the consumers flocking to the service. A case in point, Moser Baer. But more on that, later.
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