“If you look at teenagers on WhatsApp, there’s been a big shift in people voice messages and not typing them out. It could be because of convenience,” he added. “Today, 22 per cent of our users overall have started using voice search but if you look at the data for new users, that is much, much higher.
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The impetus for the introduction of voice search was not, as one might assume, competition from virtual assistants such as Google Home and Amazon Alexa, but a forward-thinking approach that had “more to do with the kind of consumers who are coming to our platform” and the realisation that “the next 100 million users don’t know how to type”. “We saw that a lot of people were not comfortable reading text in English,” said Agarwal. On the technical front, Gaana has developed a powerful recommendation engine, through which the app automatically queues up 15 tracks based on the song searched for and a voice search facility, the first of its kind for an Indian music streaming service.īoth were preceded by the transliteration of song credits in nine regional languages.
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It has released two seasons of Gaana Originals, a series of non-film tracks by popular Indian singer-composers, and struck deals with film-production houses to exclusively stream Bollywood soundtracks. Gaana has also determinedly pursued the mass-market through both technical innovation and content acquisition. The general perception in India is that while Saavn is used mainly by people in ‘metro’ cities, and Apple Music is still niche, Gaana is the music-streaming app of the masses, with consumers that span smaller cities and towns
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“It was done in the Gaana office and the Times of India, (Bollywood gossip TV channel) Zoom and (FM station) Radio Mirchi, everybody covered the event.” Sony Music chose to tie up with Gaana to stage a “live album launch” for Punjabi and Hindi rapper Badshah, whose Bollywood work has made him arguably the most recognisable hip-hop act in the country, so they could reach the largest number of people possible, said Mehta. Also key has been the Tencent-led $115m funding round that Gaana raised in February 2018. The Times of India Group is Gaana’s parent company, with a portfolio of other newspapers, magazines, websites and television channels in various languages.
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“Every time you opened the Times Of India app, it had below ‘you can listen to this song on Gaana’,” said Mehta. Gaana, he said, covered multiple “consumer touch points” including “YouTube pre-roll ” and the app of the country’s most read English-language newspaper The Times of India. “Wynk on top, followed by Saavn.” But today, Mehta says that Gaana is “the undisputed number one”.Īccording to Mehta, part of the secret of Gaana’s success has been “aggressive customer acquisition” through “sponsorships and spots in the biggest, most costliest properties” such as the broadcasts of cricket matches between India and Australia and India and England, and events such as music festivals, coupled with strategic digital marketing. “A year and a half back, Gaana used to be number three in terms of revenue for most labels,” said Mehta. “We are by far the biggest if you look at Punjabi music consumption, which has grown manifold in the last two years,” he said.īut it’s the other two factors that Agarwal mentioned, that of making sure that Gaana has a strong “brand recall” and that it offers a seamless “product experience” through “a very, very simple, easy-to-use interface” that have given it the edge over the competition, according to Jay Mehta, the director of digital business at Sony Music India. How did Gaana reach its current status? In an interview with Music Ally, Agarwal said the service benefited from “the penetration of data and people coming online” – which can partly be attributed to Reliance Jio’s launch in 2016.Īgarwal also cited the “revolution” in the Punjabi music industry, referring to the surge in the market for Punjabi pop, now widely regarded as India’s strongest non-film music segment. The telco has yet to reveal a MAUs figure for the merged service.
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So far, none of its competitors have challenged that status with a higher, albeit unverified, figure, although mobile operator Reliance Jio says that its JioSaavn product – the recently-combined JioMusic and Saavn services – is “south Asia’s largest streaming, artist and entertainment platform”. Most recently, in December 2018, Gaana said that it now had 80 million monthly active users (MAUs), which would make it the country’s top service “with a fair margin” according to CEO Prashan Agarwal.
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There has been some debate over the title of India’s top music audio-streaming service, with multiple companies staking their claim.