(30 May 2007 6:00 pm)

MUMBAI: Sydus, the creative streaming media that bridges the gap between mobile and web, has penned a deal with the Indian Music Industry (IMI), led by Saregama, Universal, Tips, SonyBMG.

This allows Sydus to access their entire catalogue of music tracks from the last 60 years. With over 500,000 tracks consumer will have access to classics of Lata, Asha, Rafi, Kishore Kumar etc apart from the latest hits like Awarapan, Kailash Kher etc.

Available on both mobile and web players, the relationship will allow users to access digital content like never before through OnDemand and free music service supported by advertisers. This collaboration between Sydus and the $1.56 billion Indian Music Industry covers tracks in 12 different languages by 139 member record labels and allows branded consumers greater diversity with which to create channels reflecting their brand values.

Sydus president Saumil Nanavati says, "Digital platforms are where the young adult market is today and music marketing is the way to reach them. With 150 million mobile users and 35 million internet users, we are providing to the Indian business community is a way to tap directly into that market and get their message across to the right audience."

IMI chairman Subroto Chattopadhyay says, "This is a great leap forward into the digital world for the Indian Music Industry. With an experienced partner like Sydus, we believe customers will have greater choice to engage with our creative works in a fashion that is most relevant for India's youth: mobile phone and the internet."

IMI president V.J. Lazarus says, "We are extremely happy with the collaboration with Sydus. This new avenue allows our partners to reach out to the biggest audience - the Indian youth, with minimal cost to them, thereby increasing desirability for and an affinity with the brand."

SonyBMG India/Thailand MD Shridhar Subramaniam says, "With their professional content programmers, Sydus is providing IMI content for their digital platform that allows brands to provide customised music to Indian consumers. This collaboration is a win-win situation and an an innovative and equitable revenue share for the content owners.

"Working with a trusted partner, such as Sydus, allows us to offer a more intimate connection to a brand's target Audience."

With the consolidation of 60 years worth of Indian music under Sydus, consumers are now able to get what they want, when they want it. At the same time, it provides greater control over content, significantly aiding in the fight against music piracy. Both these services will be available simultaneously on web and mobile platforms, making it a truly digital offering.

Sydus' free-to-consumer software is available through their website, with OnDemand Music Streaming and content from IMI becoming available in the third quarter of this year.