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Posted on Nov 07, 03:12PM | IBNS
Techzone, the largest aggregator, developer, publisher and distributor of entertainment content, has partnered with Times Music, one of India's fastest growing record companies, to create devotional based WAP and CRBT products.
Times Music has a wide catalog of quality devotional content and this tie up will enable Techzone to service all of this content to operators like Reliance, Tata, Loop, MTS etc.
Naveen Bhandari, Director of Techzone, said, "The market for devotional content is emerging as an important category in VAS today and we are targeting leadership position in this niche which approximately has a market size of Rs 600 crores.
"The sheer range of devotional music available with Times Music and our reach and expertise in the VAS arena is a potent package."
Speaking on the tie-up, Mandar Thakur, COO, Times Music, said: "Times Music has devotional content for every major Indian deity and festival celebrated in the far corners of India. The content has been doing exceptionally well for the past 3 years and we've see a huge growth in its demand.
"Hence the challenge for us now, was to ensure availability of this content to every mobile user. This is exactly what we hope to achieve through this tie-up with Techzone."
About 60 per cent of the mobile content downloaded is in local languages. The popularity of devotional value-added services is second only to the popularity of Bollywood-based content and its demand is rapidly growing especially in Tier-II and Tier-III cities.
"India as a country rides high on its traditional and religion sentiments. People here show their faith in God by worshipping various deities. We understand our users, and with this service, we will be able to cater to all their devotional requirements," said Bhandari.