MUMBAI: Exploring the rapidly growing market of mobile Value Added Services (VAS) in India, Saregama in association with Tata Docomo has expanded its reach in the sector with the launch of an interactive voice response (IVR) service 'Legends Forever'.

Claiming to offer more than 40 melodies of legends on mobile, the music service will cater to the CDMA, GSM and VMI users of Tata Docomo. Presented in a radio show format, the service will feature hour-long episodes hosted by well known RJs from various radio stations including sound-bytes and trivia about the singers. It will also feature artistes from different languages like Tamil, Telugu, Kannada, Malayalam and Bengali for its listeners and subscribers.

Speaking with Radioandmusic.com, Saregama India business head-music Adarsh Gupta said, "We have associated with Tata Docomo for an interactive voice response (IVR) service 'Legends Forever'. It's a promotional service which will allow users and music fanatics to listen to their legends whenever they like."

'Legends Forever' will offer various content such as 45 to 60 minute episode of 'Aaj Ka Sitara' which will include the snippets of the legend featured that day. It will also offer a 'Legends Library' for its users, who can access the previous day or week's episodes. The service will also feature special weekend programming including 'Saturday Sur Sangam' wherein the episodes will be created on the basis of genres like romantic duets, rain songs, motivational songs and more, while in the 'Aap ki Farmaish' show scheduled to be aired on Sunday, the service will play the songs requested by its users.

The service is available in a subscription module which is charged at Rs 15 for 10 days with 100 free minutes.