RnM Team    16 Aug 11 18:30 IST

MUMBAI: Thala Ajith fans across Tamilnadu are so thrilled with the music launch of the much awaited blockbuster 'Mankatha' that they have collectively decided to kill piracy! Sony Music along with Could Nine premiered the songs of the movie from 10 am onwards on August 10 on Chennai's leading radio station. The premiere had over 7 lakh listeners tuned in across Chennai, Coimbatore and Madurai, a never before phenomenon.

Additionally, Sony Music had a record breaking pre booking of 60% for the movie. Being superstar Ajith's 50th movie, the exponentially number of pre bookings that took place was something that was totally unexpected by Sony Music. Commenting on the successful launch of the audio, Ashok Parwani, Associate Director Sony Music India South said, "We are overwhelmed with the response that we have received and we would like to thank all the fans for their encouragement and support. We hope we give all our customers great music to look forward to through the year"

Sony Music also leveraged its digital delivery infrastructure to ensure that all music lovers can access the Mankatha songs legitimately. Sony Music is also leveraging its partnership with mobile operators to ensure that songs are available to the music lovers and fans as callberback ringtones and through other streaming avenues on the mobile platform.

The music rights acquisition of Mankatha is part of Sony Music's overall strategy to become a dominant player in the Tamil music industry. Sony Music launched its first Tamil catalogue in 2008 and within the last three years has amassed a leadership position. As part of its growth plans, it will focus on high-revenue big-banner acquisitions in the market.

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