Music works

Media News

Mumbai, May 2, 2011

Since the two decades, the general publishing horizon revolved around business and general publications like Outlook and the India Today. Publishing has come a long way now. Publications are more focused and there is better fragmentation of target audience along with better interface for media content like current digital as opposed to the paperback in the olden days. With domain specialization and quality advancement, the readership spectrum has grown many folds. From automobiles, to glamour and lifestyle, to movies and music, to education and business, to sports, there is a publication to appeal to every individual and every interest.

Can music-related literature be successful in India? Any examples.Yes, music related literature has great potential in India as shown by the success of Rolling Stones. Media Transasia India Ltd. itself launched its music title called Blender and ran it successfully in India for almost two years before the title shut down globally. Encouraged by the response and identification of potential that music related literature has, we are planning to launch another music title in India shortly.

Is the Indian Youth serious about music as a profession today? Why? What are the reasons?

Music is definitely one of the few shortcuts to success. It's the success of TV shows like Sa Re Ga Ma and Indian Idol which have really encouraged and further opened up the youth to look at music as a career. These TV reality shows have pulled out talent from the very corners of the country and helped them believe in achievability of success. Even on a smaller more local scale, the growth in potential for music professionals through local Rock shows, club events and stage performances has been tremendous because of which the youth of today considers music a more realistic career option than before. They are not averse to try their hands at what they are passionate

About.

What clicks with young Indian readers? Gadgets and gizmos, Bollywood, Health and fitnesss, automobiles or fashion?

To capture the young Indian reader, it has to be a balanced blend of all. Since the youth look out for variety, a little dose of everything helps.

Is India a celebrity-obsessed nation? Can today's young play leadership roles or do they like to follow and emulate?

We are celebrity obsessed for sure. Stars here are more larger than life than anywhere on the planet. But it's their Success stories that give the youth the belief in themselves to achieve similar greatness. Great examples are success stories like those of Virat Kohli, Yusuf Pathan etc., who have achieved star like status similar to the Sachin Tendulkars and the Kapil Devs of the game while being inspired not overwhelmed by their star presence. I think it's fair to say that the youth today is showing ample leadership potential in every field except some unchartered ones like Politics.

For further information, please contact:

MTV

Arun Kumar

Email: arun.kumar@viacom18.com