Mahindra Comviva, a global leader in providing mobility solutions, has entered into a partnership with Saregama – India’s leading end-to-end entertainment solution provider, to cater to its clients in the Middle East.

The partnership will allow Mahindra Comviva to cater to its clients in the Middle East by leveraging Saregama’s extensive library of digital content targeting the SE Asian Diaspora as well as Arabs, said a statement from the company.

The Middle East is one of the biggest markets for Bollywood and its appeal extends to all age groups and ethnicities. According to a new survey that looked into the listening trends of 25,000 people across the Arabic world, Bollywood music scored particularly well locally. In some markets, like the UAE, the most popular genre happens to be Bollywood.

Saregama will provide Mahindra Comviva with a rich repertoire of digital content of over 117,000 tracks including some of the gems of Indian music, it said.

Saregama’s strong brand positioning in new media and digital space will allow Mahindra Comviva to venture into new markets successfully.  Similarly, Mahindra Comviva’s reach in the Middle East combined with its robust content discovery platform will help Saregama to expand its presence in the region. Mahindra Comviva will provide services like RBT, Voice Portal, Text subscription and WAP portal which will help to increase the ROI of Saregama’s digital assets, it added.  

Atul Madan, senior vice president and head of digital lifestyle solutions at Mahindra Comviva, said: “We are excited about this partnership because Saregama has such a strong association with India’s rich culture in music and film industry.”

“This partnership will prove to be a big game changer for Middle East telecom companies in their Digital content transformation journey,” he said.

Vikram Mehra, managing director, Saregama, said: “We are the oldest music label of the country with the largest collection of songs across languages, and has now also started acquiring new film music.”

“Our partnership with Mahindra Comviva in international markets will allow us to exploit our content better,” he said.

Currently Mahindra Comviva owns music rights for over 170,000 unique music titles in African, Arabic and International categories, spanning multiple popular genres including hip hop, pop, inspirational, classical, hip life, humour, football chants, RnB, gospel, jazz, rock, devotional, reggae and retro in over 35 languages.

Operators have seen more than fourfold increase in their music services penetration and subscriber base, multi fold increase in their music revenues, using Mahindra Comviva’s digital services, it said.

Besides this, the company owns a huge collection of video, voice, image and text content and services like devotional, full track music, music on demand, karaoke, games, contest, sports, news, humour, health and fitness, career, lifestyle, agriculture and many more.

Mahindra Comviva manages an operator’s complete content services portfolio bringing together content technology platform, discovery, analytics and recommendation tools, storefront management and business and marketing expertise to drive growth and usage, it stated.  – TradeArabia News Service