Indian language content in demand

Posted on | November 5, 2006 |

Mobile content available in Indian languages is in high demand by non-metro subscribers according to this Business Standard article.

Content providers have seen phenomenal growth in UP, Punjab, Gujarat, and to some extent, in Maharashtra too. The tier II, III cities of Kerala, Tamil Nadu, Andhra Pradesh, Karnataka, Kolkata, Gujarat and Punjab have a marked demand for regional content.

Special downloads during festivals such as Baisakhi, Pongal, Onam, Diwali, Ugadi, Christmas and Eid also helps in the penetration of localised content.

Currently 7,000 full songs/videos are sold daily in India, of which only 10% accounts for regional content.

Music claims the largest share of India’s mobile VAS market size, estimated to be worth about $130 million.

For Cellebrum, regional content contributes around 20% to revenues. Savinder Sarna, Head - Marketing and Alliances, Cellebrum says

“Today about 60 per cent of the mobile content downloaded in south India is in local languages and we are seeing devotional content growing bigger in south zone.”

Mandar Thakur, GM, Soundbuzz India:

“Tollywood, Kollywood, and Bhangra are certainly among the most popular download categories as far as regional genres are concerned

Category: VAS

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