Television

Music lovers up for a 100-hour treat

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MUMBAI: In a first, Insync - a 24x7 television channel dedicated to Indian classical music - has completed creating 100 hours of rich musical content featuring both maestros like Pandit Shivkumar Sharma, Pandit Hariprasad Chaurasia, Ustad Rashid Khan, Ustad Shahid Parvez and Pandit Rajan Sajan Mishra, and up-and-coming artistes.    

As part of the project, nearly 70 artistes have recorded their music with Insync, giving it an edge over others of its ilk. With this, the library of Insync video content stands at approximately 300 hours.

Says Insync founder and managing director Ratish Tagde: “Being a niche channel, it is a very big achievement for us. Here, we are not talking of 24-25 hours of content, but huge 100 hours of content. And it is arguably the largest repertoire of high quality video content in the various forms of classical-based music genre. Indian classical music lovers are spread across the world and the channel has already gained popularity across the globe.”

What are Insync’s future plans? In the near future, the channel wants to generate a substantial part of its subscription revenue from the international market. Add to it, it has closed a deal with an OTT platform on a ‘fixed fee per box’ basis, ensuring its presence across the world in all major markets.

“The Indian subscription market will take some more time to get into a content-driven mode therefore, once the distribution market stabilizes towards this direction, Insync is hopeful of attracting a huge number of classical-based music lovers from across India as subscribers,” adds Tagde.

Launched on Independence Day this year, the channel showcases the rich tradition of Indian classical music through vocal, instrumental, dance and fusion formats and is available with multiple system operators (MSOs) including Hathway, Incable, Den, GTPL, Fastway and Digi Cable.

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