(6 January 2007 7:25 pm)

MUMBAI: As part of its restructuring strategy, India's oldest music company Saregama is increasing its digital presence. The RPG Group firm is launching an entertainment portal where it will make available music, movies and a whole host of other products.

Consumers can download music through the portal and movies will be added on. "We will have a subscription and ad revenue model as well. The portal is likely to be called saregama.com. The aim is to make the portal the digital supermarket of entertainment," says RPG Enterprises - Entertainment Sector president and CEO Subroto Chattopadhyay.

Saregama generates 15 per cent of its revenues from the digital format. The company's turnover stood at Rs 1.19 billion during the fiscal ended 31 March 2006.

Saregama has also digitised 190,000 out of the 300,000 tracks it owns. "We will have the remaining content digitised. We will start work on it by April-May. We have a vast library of content. During the digitisation process, we discovered that we had 30,000 tracks in Tamil. The challenge is for us to go out and make our products locally relevant," says Chattopadhyay.

The company is making a re-entry into films and has taken on board BR Sharan of Lalita-ji Surf ad fame and noted film actor-director Aparna Sen who will look after the Hindi and Bangla movies. "We will be producing movies in these two languages initially. We have taken in Sharan and Sen for this purpose," says Chattopadhyay.

Saregama is also going to produce TV content in Hindi and Bangla. Sharan, Sen and noted cinematographer Vijaylakshmi will be taking care of the TV content business as well. The company already produces 14 hours of programming per week for the Sun network channels.