After nearly two years of continuous downloads—over two million songs and over 25,000 videos—through its app, the online music portal, Hungama, has decided to target the regional masses. It recently introduced a multi-lingual transliteration feature that converts the default language of the app into a regional one. Siddhartha Roy, one of the company’s CEOs, says, “Five languages have been incorporated into the app, namely Hindi, Tamil, Telugu, Bengali and Punjabi,” adding that after Bollywood music, songs from the four southern states make up for the second best share in the music industry, followed by the other languages.
The app—“the first of its kind in the music category”—allows users to select their favourite songs in their local language. “Once the transliteration feature is applied, all labels, albums, alert messages and prompts will be automatically changed into the selected language,” Roy informs, adding that the new feature does not apply to the standard search bar.
Especially aimed at people in tier two and tier three cities, the app hopes to provide a fresh experience to music buffs. Compatible on all platforms (Android, IOS and Windows) and for all versions (including the earliest Android and the latest IOS 8), it is available for free. What’s more, with a small fee (Rs.120 per month), you can access its premium ad-free version that caches your playlists and lets you listen to it offline, too.
— Karan Pillai