BSNL has introduced a entertainment broadband value added service with Hungama who have conceptualized and created by Hungama Digital Media. This digital store basically offers music, videos and games and claims to have a catalogue of over 50,000 songs and 1000 videos. Also, BSNL customers can also access over 500 plus games and redeem loads of prizes by subscribing to the digital store. The site is hosted at bsnl.hungama.com
Hungama will also manage and update the digital store with the through content partners including T-series, Yash Raj Films, etc. These unique and superior quality services will be available in a rental subscription model offered Unlimited Music Downloads for Rs. 149 per month and Unlimited Game plays for Rs. 49 per month only. I really like this price to be honest.
Neeraj Roy, Managing Director & CEO, Hungama Digital Media said, “We are very excited about our partnership with India’s number one broadband service provider BSNL, to launch the country’s first On Demand Entertainment store. With this digital store, all BSNL customers will have exclusive access to download their favourite songs and music videos digitally, as well as download and play games. These unique services on the digital store are available at extremely competitive price points of Unlimited Music Downloads for Rs. 149 per month and Unlimited Game Downloads for Rs. 49 per month. The price points demonstrate the value and convenience that we are bringing to the BSNL customer, coupled with the interactive features that will provide an enriched experience to the user.”
The release claims this site to be the first digital products store in India and from what we read it seems they are betting big on music to drive sales and business. It’s been quite a while since digital music was set to score over physical music sales, especially with mobile creeping in to the picture. Considering that, such a site has come a little late in my opinion.
What is interesting to see is the model they have chosen. Unlike itunes which charges per download, BSNL and Hungama have bet on monthly subscriptions which is actually a more scalable option in India, though not as cheap as the itunes model would have been for Indian customers. For Hungama in particular tying up with BSNL is a good strategy and as is obvious is a seemingly perfect VAS for broadband customers. The point that will undoubtedly remain is whether this can curb or will it encourage piracy of music and games and the content sold on the site.
