MUMBAI: The digital and mobile market in India is growing at a rapid pace and is expected to reach about 500mn by 2015. Cashing on its various advantages, Hungama Digital has initiated a new property 'MOBiSur' with renowned bollywood singer Shankar Mahadevan.
Conceptualised by Hungama and Mahadevan, the property will roll off a singing talent hunt across the country through the digital and mobile platforms. Participants can register and upload their recordings through a mobile code or on the website Mobi-sur.com. The recording duration is limited to one minute and is chargeable at Rs three per minute. The entries will be shortlisted by Mahadevan along with a host of artistes from the fraternity. The deadline for the entries is 26 August 2012. With no language or area restrictions, participants can also receive votes from supporters by providing their code or using the preview button in the process. The winners stand a chance to record an album on T-series with Shankar Mahadevan and win a cash prize of Rs 5 lakh.
The contestants who clear the first stage of the auditions will be given specific tasks by Mahadevan. Based on their performance in the tasks and the votes secured for each task, they will be chosen for the next round. After clearing three rounds, the contestants will compete in the final round based on an on-stage performance.
10 finalists chosen on the basis of jury scores and audience votes will be flown down to Mumbai to perform in front of Mahadevan and two other prominent personalities, where the two final winners will be announced.
The talent hunt witnessed around 1700 registrations within hours of its launch. The campaign will run for around three months and culminate into a grand finale in September with the on-ground event being streamed live on Hungama's Youtube channel and through mobile handsets as well. Present at the launch were Shankar Mahadevan, ITC Ltd Personal Care Products Business head marketing Nilanjan Mukherjee, T Series MD Bhushan Kumar and Hungama Digital Media Entertainment MD & CEO Neeraj Roy.
Speaking about the initiative with Radioandmusic.com, Roy said, “We came up with this idea about three years back but the conceptualization took really long. A year back we met up with Shankar Mahadevan who gave us the idea of bringing this concept to the audience through the use of digital platforms. It’s taken us about seven months to add that technology built to it. So we are hoping that over the time the property can expand to multiple seasons. This is just the start; we will bring out more products of the stature into the market.”
Mahadevan said, “This came as an idea to me like any other. A parallel digital world exists now which is growing bigger every day. So I thought merging this platform with music would be the best opportunity to initiate a unique talent hunt. This is the best time in music as technology is constantly advancing. MOBisur has set a new benchmark for talent hunts.”
In harmony with its brand philosophy ‘Choo Lo Aasmaan’, Vivel Face Wash has partnered with Hungama to provide a platform to aspiring singers and will select around 5000 female participants from its facebook page who will get the opportunity to compete in the second round of the competition. The campaign will be widely promoted by Hungama and T-Series through a 360 degree media campaign on print, television, outdoor, broadcast, digital and mobile platforms.
“Our television campaign across networks will begin next week, we will also promote it through our various properties on the internet and through social media as well. It’s a universal property across all telecom companies so we will promote it widely there as well and that is where the mass reach penetration starts. We may incorporate more partners at a larger stage considering the response we receive,” added Roy.
With the rapidly growing digital format providing new opportunities to the emerging talent in the music industry, the on-going singing reality shows on different television channels may face serious competition in the upcoming years. Commenting on the competition Roy stated, “I don’t think this will over ride the popularity of talent hunts on television. India is one of the rare markets where radio is going to go through its second phase of growth, television with the onset of digitization will go through another phase of growth, internet will go from 120 to 500mn consumers, mobile has already happened. So for media to prosper we need a much healthier advertising to GDP ratio than what we have right now. I don’t think one format can replace the other.”
MUMBAI: The digital and mobile market in India is growing at a rapid pace and is expected to reach about 500mn by 2015. Cashing on its various advantages, Hungama Digital has initiated a new property 'MOBiSur' with renowned bollywood singer Shankar Mahadevan.
Conceptualised by Hungama and Mahadevan, the property will roll off a singing talent hunt across the country through the digital and mobile platforms. Participants can register and upload their recordings through a mobile code or on the website Mobi-sur.com. The recording duration is limited to one minute and is chargeable at Rs three per minute. The entries will be shortlisted by Mahadevan along with a host of artistes from the fraternity. The deadline for the entries is 26 August 2012. With no language or area restrictions, participants can also receive votes from supporters by providing their code or using the preview button in the process. The winners stand a chance to record an album on T-series with Shankar Mahadevan and win a cash prize of Rs 5 lakh.
The contestants who clear the first stage of the auditions will be given specific tasks by Mahadevan. Based on their performance in the tasks and the votes secured for each task, they will be chosen for the next round. After clearing three rounds, the contestants will compete in the final round based on an on-stage performance.
10 finalists chosen on the basis of jury scores and audience votes will be flown down to Mumbai to perform in front of Mahadevan and two other prominent personalities, where the two final winners will be announced.
The talent hunt witnessed around 1700 registrations within hours of its launch. The campaign will run for around three months and culminate into a grand finale in September with the on-ground event being streamed live on Hungama's Youtube channel and through mobile handsets as well. Present at the launch were Shankar Mahadevan, ITC Ltd Personal Care Products Business head marketing Nilanjan Mukherjee, T Series MD Bhushan Kumar and Hungama Digital Media Entertainment MD & CEO Neeraj Roy.
Speaking about the initiative with Radioandmusic.com, Roy said, “We came up with this idea about three years back but the conceptualization took really long. A year back we met up with Shankar Mahadevan who gave us the idea of bringing this concept to the audience through the use of digital platforms. It’s taken us about seven months
to add that technology built to it. So we are hoping that over the time the property can expand to multiple seasons. This is just the start; we will bring out more products of the stature into the market.”
Mahadevan said, “This came as an idea to me like any other. A parallel digital world exists now which is growing bigger every day. So I thought merging this platform with music would be the best opportunity to initiate a unique talent hunt. This is the best time in music as technology is constantly advancing. MOBisur has set a new benchmark for talent hunts.”
In harmony with its brand philosophy ‘Choo Lo Aasmaan’, Vivel Face Wash has partnered with Hungama to provide a platform to aspiring singers and will select around 5000 female participants from its facebook page who will get the opportunity to compete in the second round of the competition. The campaign will be widely promoted by Hungama and T-Series through a 360 degree media campaign on print, television, outdoor, broadcast, digital and mobile platforms.
“Our television campaign across networks will begin next week, we will also promote it through our various properties on the internet and through social media as well. It’s a universal property across all telecom companies so we will promote it widely there as well and that is where the mass reach penetration starts. We may incorporate more partners at a larger stage considering the response we receive,” added Roy.
With the rapidly growing digital format providing new opportunities to the emerging talent in the music industry, the on-going singing reality shows on different television channels may face serious competition in the upcoming years. Commenting on the competition Roy stated, “I don’t think this will over ride the popularity of talent hunts on television. India is one of the rare markets where radio is going to go through its second phase of growth, television with the onset of digitization will go through another phase of growth, internet will go from 120 to 500mn consumers, mobile has already happened. So for media to prosper we need a much healthier advertising to GDP ratio than what we have right now. I don’t think one format can replace the other.”
