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Mumbai: Music label Music Today has secured home video rights to 200 hours of some of the most popular shows on Star Plus.
The label will soon launch the DVDs and VCDs of the shows, says Music Today business director Gurmeet Singh.
Apart from a trove of Indian classical music, Music Today has also bagged the rights to cookery, travel and wellness shows belonging to the channel, categories that fit in with other brands belonging to India Today, the parent company of the music label. The first set of DVDs/ VCDs will be out by Christmas `07, says Singh.
According to the company, it is a first of its kind tie up of this scale and magnitude in the Indian Music Market, and the first big tie up of its kind between the Star TV network and the India Today group.
According to Singh, the cache includes a bank of 26 episodes of beautifully created Indian classical music performances, which have not been telecast yet.
“Home video is a growing segment and Music Today has always been known for its expertise in the non filmi segment,” avers Singh.
“Music in India is de-growing at about seven per cent but home video is growing at the same pace. So Music Today has increased its prscence in the home video market to cover for the de growth in music and to make up for much more,” Singh says.
An innovative marketing strategy will be put in place to market the new products for the domestic and international markets, but Singh is loath to reveal details. The label is also in talks with other television channels for similar content that can be packaged for the home video market.
The India Today group also brings out publications like Good Housekeeping, Men`s Health and India Today Woman, which will be roped in to cross promote the new products.
