A YouTube-hosted online television channel to showcase both established and emerging musicians in South Asia has been launched by Indian content provider Eros International Media.
Eros Now Music will stream videos and behind the scenes footage, from acts such as Shaan, DJ Sheizwood, UK based pop artist Kimeli, Shweta Yogendra, Farhan Saeed, Gajendra, Punjabi stars Simmy and Tippy, and Shah Rule.
"As a part of our digital transformation, the launch of Eros Now Music is a step forward in providing rich and original music exclusively on the digital platform. The idea is to promote existing talent and discover new voices and build universal appeal for Asian music," said Ricky Ghaisaid, chief executive, Eros Digital.
The platform - youtube.com/erosnowmusic – is part of the company's ad-monetized YouTube channel, which it claims has exceeded one billion views since launch in 2007. It is in addition to the company's Eros Now on-demand entertainment portal, which also provides internet subscribers with streamed music videos and movies.