Do you tie up with new Bollywood movies for promoting their ventures?
Every new Bollywood film comes to us and we would not make any changes in our format to promote any Bollywood venture. We have a one to ‘many relationship’, where the Bollywood movies use our platform to popularise their song and we rely on their content. We support the upcoming movies and ensure that people consume this music. We give equal weightage to every film and if the song fails to click, we hammer it a bit more to place it among the audience. In case of tie-ups you have an obligation to push a particular movie a bit more. Music channels promote the upcoming song and also the digital sales by flashing the ringtone codes on the screen. How much per cent does ringtone contribute to the revenue of total revenue of your channel? Ringtone business contributes to the revenue of the music companies and channels have no stake in it. We promote the movies and ringtone codes are just part of the campaign. We are being paid to promote the movie and the film makers are promoting the digita
