The consumption of music is undergoing tremendous changes. To say that music is going digital, would be to state the obvious. The focus is now just not on digital but specifically on mobile/online apps. The number of smartphone users in India is on the rise as is the number of mobile internet users. This basic shift in preference of technology and medium is dictating the way in which other media is consumed and/or accessed. This applies to social networking sites, business emails, and music even which are now increasingly being consumed from the phone and from online platforms. For example, you can access your files from anywhere by logging into your Dropbox account and you can back-up all your phone data on your laptop + cloud; you can listen to music on one device and play it from where you paused it, on another device.
The latest player in the market to realise this cross-use of services/platforms and the opportunity it presents for growth in related industries in VH1. This international music channel has collaborated with Hungama to launch a music streaming app called VH1 Pulse on Facebook. The app gives users the chance to access top international hits from the Facebook app, to create their own playlists, to share their preferences with friends, etc.
Speaking on the collaboration, Ferzad Palia, Senior Vice President & GM – English Entertainment, Viacom18 Media Pvt. Ltd said, “With a fan base of nearly 2 million ardent music lovers, this cutting addition to the Vh1 India Facebook page is part of our philosophy of ‘Vh1 Everywhere’. Vh1 Pulse powered by Hungama, is a destination where our fans can hang out, listen to their favourite tracks, discover new artistes, chart toppers, create playlists and above all, share with their friends.”
I used the app and found it easy to navigate and use. You can choose from a playlist of Top 10 or Featured. Featured showcases songs that play on numerous VH1 shows. Given that Indians are hooked onto Facebook, I believe Indians who like international music and are regular viewers of VH1 will find themselves making use of the app too.
What do you make of this cross-use and implementation of services/platforms to target customers? I think in the coming years we will only see more of such activities and tie-ups that lure customers and target audiences. Wouldn’t you agree?