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V. Rishi Kumar

Hyderabad , March 24

TARGETTING the Indian American diaspora, Rediff.com, the Nasdaq-listed online infotainment portal, has recently launched Rediff Radio, a subscription-based online service that streams Indian music over the Internet. Rediff is exploring opportunities to present regional music in Tamil, Telugu and other languages.

With this, Rediff.com listeners will have a bouquet of exclusive shows, including on-demand genre-based music, on Rediff Radio. Music enthusiasts can now enjoy Indian music and shows across two channels. While Channel 1 features exclusively produced shows everyday, Channel 2, offers non-stop music library, with around 30 popular genres to choose from.

A music lover can enjoy music in ad-free environment, skip and rewind features and request interactive programmes. All the songs are licensed and regulated by the Phonographic Performers Ltd and the Indian Performing Rights Society.

The Head of Investors Relations, Mr Debasis Ghosh, told Business Line that this initiative was part of the company's effort to broaden the services portfolio. "We expect this pay model to work and gradually help broaden the programming by covering other languages as well."

According to Mr Ajit Balakrishnan, Chairman and Chief Executive Officer of Rediff.com, "Rediff Radio gives Indians worldwide an opportunity to listen to the best in Indian music". Subscribers are offered a free seven day trial and can opt to subscribe for both the channels for as little as $4.95 per month or $11.95 per quarter.

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