Building up a sound brand...

MUSICALLY YOURS A.R.Rahman at his press conference in New Delhi on Monday to unveil the signature tune for WorldSpace satellite radio. — Photo: S. Subramanium
NEW DELHI: Its all about music. Fighting for space in the realm of sound, WorldSpace radio has moved from pricing the satellite radio just right to now roping in one of the biggest names in Indian music to get people to tune in. Having signed up A. R. Rahman, the leaders in satellite-based digital radio services have got him to compose a signature tune that will be used in all its communication campaigns.
"It is our vision to offer Indians a truly global radio experience -- giving them the variety, quality and the ability to choose what they want to listen to. Rahman has come to personify quality music and we are honoured to partner with him on our aggressive communication campaign to build our brand in India,'' said Corporate Vice-President WorldSpace.
The catchy tune incorporates different elements. From the sounds of nature to the rhythms of everyday life, Rahman is supposed to have woven the lyrical sounds of the sea, birdcalls and fishermen apart from other "everywhere'' sounds.
And making an appearance in the city, Rahman said: "WorldSpace has created a unique platform that not only keeps alive various forms of music but also extends the reach of this music to virtually the entire country and even abroad. When creating the tune I wanted to bring alive the true sounds of India as a showcase of the depth of musical traditions available in the country.''
With it possible to get a WorldSpace radio receiver for less than Rs. 2,000, people can now hear 40 music channels. And having launched an aggressive campaign, WorldSpace radio has grown from 21,000 subscribers in March 2005 to more than 110,000 subscribers in 2006.