The Indian music channels, television or otherwise, have been dominated by film music. Indian traditional music has its fair share of audience but they are few and far.
Can a non-film music online channel make money?
Art and Artistes (AAA) and Los Angeles-based Jungo TV have partnered to create Waah TV, a linear traditional (non-film) online music channel. Their aim is to reach out to a global audience and not just the Indian diaspora.
A couple of years back, they put up some of their content on streaming platforms in Europe and the response prompted them to build their own platform.
“Today, people are divided into their niche area of interest. They are willing to subscribe for quality content. By nature we are a musical OTT platform so comparisons with other platforms is inevitable. But we are not an aggregator, we are creators,” asserted Neeraj Jaitly, Director, Art and Artists.
AAA has worked with more than 250 genres of Indian traditional music since its inception. It intends to incorporate these genres in Waah TV. The channel shall feature a blend of genres from Hindustani, Carnatic, semi classical, folk, Indipop and even fusion, with equal space for vocalists and instrumentalists.
Creating a platform for traditional music
“We are going to produce, curation is the second step. Our first aim is to develop programming, introducing concepts, curation is the icing on the cake. The foundation and the premise of what you are presenting is very critical,” said Durga Jasraj, Co-Founder & Director, Art and Artists.
She further added,
“Any traditional Indian musician is welcome to be a part of our platform but quality is the main criteria. We will filter their content and programme them for our projects. There is room for everyone, age is not the factor.”
Art and Artists has a 20 year long experience in traditional Indian music. Its repertoire includes 25,000 audio recordings, 200 live concerts and 500 TV recordings. It has been holding concerts across the country for over a decade.
AAA’s partner Jungo TV supplies content to about 80 cable TV channels across the world. Its deal with Verizon, one of the largest broadband providers in the US, will provide Jungo with its end-to-end global advertising platform solution targeting India and other Asia Pacific markets. This shall help it to distribute Waah TV to markets with an audience for traditional Indian music.