MUMBAI: With an aim to strengthen their hold in Tier II and III cities, music service- Hungama has announced a new feature called ‘multi-lingual transliteration'. It is available only to Android users as of now. Currently, the app is available in four regional languages- Hindi, Tamil, Telugu and Punjabi along with English.

Speaking to Radioandmusic.com, Hungama.com CEO Siddhartha Roy said, "The app offers not just Bollywood songs to its listeners but also regional music in more than 10 different regional languages. It was essential that we made a feature that caters to those listeners." Hungama has content in Punjabi, Bhojpuri, Marathi, Bengali, Kannada, Gujarati, Tamil, Telugu, Malayalam and other South Indian languages.

He further added that in last 19 months, they witnessed a lot of traffic coming from Central India and a lot of traction was also seen coming from Tier II and III cities. Roy stated, "With the mobile broadband subscriber base in India expected to reach 300 million by December 2014, we are seeing a massive opportunity to reach out to Middle India in which they are able to experience the app in their local language. With this feature we are offering personalised experience to our consumers."

The consumption pattern seen in Tier II and III cities helped the company gain more understanding about the needs of consumers in terms of meta-data. "Hungama becomes the first Indian music-streaming app to provide transliteration feature to its consumers," claimed Roy.

Hungama has already worked with many local partners in the past, which will help them reach-out to newer and existing listeners in Tier II and III cities.

The company has also added Sinhala content to attract Sri Lankan consumers and hopes to strengthen their hold in the North American space with Tamil content.

Hungama's app has been continuously adding various features on a regular basis on platforms like iOS, Android, Windows, Blackberry and WAP.

Last month, the company even launched a brand campaign with Hrithik Roshan's voiceover targeting all the major cities in the country.