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<keyword id="2060230" type="UNKNOWN" weightage="100" keywordseo="On-demand-music-streaming-service">On-demand music streaming service</keyword> <keyword id="1969101" type="COMPANY" weightage="100" keywordseo="Dhingana">Dhingana</keyword>.com has shut shop, finally. For some time now, rumours were rife that the company was restructuring its operations and Soundbox was the first to report that Dhingana could be quitting the game soon. 
 
When we visited the site today, a short message was up there that said: Goodbye! We hope that you enjoyed listening to Dhingana as much as we enjoyed building it. But alas, all good things must come to an end. We thank you from the bottom of our hearts for letting us be a part of your musical moments! -- The Dhingana Team 
 It is the second <keyword id="1368003" type="UNKNOWN" weightage="100" keywordseo="music-streaming-service">music streaming service</keyword> to shut shop within the span of three months. In November last year, Network18-owned In.com shut down its music offering as it could not meet the cost to content and monetisation was not adequate to continue the business. With Dhingana’s closure, the <keyword id="4627" type="COMPANY" weightage="100" keywordseo="Indian-Music">Indian music</keyword> market will just have three major players in this space – Times Internet’s <keyword id="-77" type="UNKNOWN" weightage="100" keywordseo="gaana">Gaana</keyword>, Tiger Global-backed <keyword id="2060236" type="UNKNOWN" weightage="100" keywordseo="Saavn">Saavn</keyword> and <keyword id="18898" type="CITY" weightage="100" keywordseo="Hungama">Hungama</keyword>, which is extensively supported by <keyword id="17191" type="COMPANY" weightage="100" keywordseo="T-series">T-Series</keyword> content. 
 
Surprisingly, Dhingana has not given any specific reason for the sudden shutdown. Last we checked, its <a href="https://play.google.com/store/apps/details?id=com.dhingana.free.app">mobile app</a> was up at Google Play Store. 
 One key reason could be T-Series withdrawing its music from Dhingana. T-Series said it was parting ways as there was very little traction on the Dhingana platform, compared to other services. So it is quite possible that a <keyword id="2060242" type="UNKNOWN" weightage="100" keywordseo="Content-crunch">content crunch</keyword> or <keyword id="2060241" type="UNKNOWN" weightage="100" keywordseo="Revenue-crunch">revenue crunch</keyword> has driven the company to withdraw its services. 
 “We were not able to see much traction in the service and secondly we couldn’t agree on the commercials and both parties thus decided to part ways in an amicable manner,” <keyword id="2060251" type="POSITION" weightage="80" keywordseo="T-Series-president">T-Series president</keyword> <keyword id="835320" type="PERSON" weightage="80" keywordseo="Neeraj-Kalyan">Neeraj Kalyan</keyword> told TechCrunch at the time of the break-up. 
 Set up in 2007 by twin brothers Swapnil and <keyword id="1317460" type="UNKNOWN" weightage="100" keywordseo="Snehal-Shinde">Snehal Shinde</keyword>, Dhingana essentially operated from the US although the company had an India office in Pune. It was a popular music service and claimed to have more than 9 million unique users per month while more than 50% users accessed the service from the US and Europe. Dhingana offered a library of 1 million-plus songs, in more than 42 Indian languages and genres. 
 The company was backed by VC investors such as <keyword id="455799" type="COMPANY" weightage="100" keywordseo="Lightspeed-Venture-Partners">Lightspeed Venture Partners</keyword>, <keyword id="309606" type="ORGANIZATION" weightage="100" keywordseo="Helion-Venture-Partners">Helion Venture Partners</keyword> and <keyword id="683320" type="COMPANY" weightage="100" keywordseo="Inventus-Capital-Partners">Inventus Capital Partners</keyword>, and had raised $7 million in Series B <keyword id="6357455" type="EVENT" weightage="100" keywordseo="Funding">funding</keyword> in October 2012. Lightspeed led that round while existing investors Inventus and Helion also participated in the funding. 
 In spite of growing competition, Dhingana had gone ahead with its growth plans last year and tied up with <keyword id="2060229" type="UNKNOWN" weightage="80" keywordseo="General-Mobile-Corporation">General Mobile Corporation</keyword> (G-Mobi) to pre-install its <keyword id="683603" type="UNKNOWN" weightage="100" keywordseo="music-app">music app</keyword> on 1 million devices. This would have enabled Dhingana’s <keyword id="956764" type="ORGANIZATION" weightage="100" keywordseo="Android-app">Android app</keyword> to be installed on Intex, Zen, Hitech, m-Tech and Maxx devices. The company also partnered with <keyword id="6354924" type="PERSON" weightage="80" keywordseo="Idea-Cellular">Idea Cellular</keyword> for a music subscription service, which allows users to download unlimited music with no data charges. The service was to be made available to Idea users using <keyword id="6355645" type="COMPANY" weightage="80" keywordseo="android">Android</keyword> smartphones and WAP feature phones. In a bid to monetise its mobile content, Dhingana came up with a paid subscription service for its <keyword id="75489" type="ORGANIZATION" weightage="100" keywordseo="IOS">iOS</keyword> app, called <keyword id="2060249" type="UNKNOWN" weightage="100" keywordseo="Dhingana-Gold">Dhingana Gold</keyword>. 
 With so many growth and monetisation plans in place, it is still unclear why Dhingana had to bite the dust and go <keyword id="1909965" type="ENTERTAINMENT" weightage="100" keywordseo="out-of-business">out of business</keyword> so suddenly. Watch this space as we bring you more updates on the latest development. 
 
Image: Thinkstock Photos/Getty Images

Indian Music
Streaming Service Dhingana Is No Longer Running Its Business

From the time Sir Dorabji <keyword id="19904884" type="General" weightage="20" keywordseo="tata" source="keywords">Tata</keyword> sponsored a handful of Indian athletes to the 1920 Antwerp Olympics, Tata group has been a constant in India's sporting landscape and the conglomerate's involvement only grew under <keyword id="19981455" type="General" weightage="100" keywordseo="ratan-tata" source="keywords">Ratan Tata</keyword>, who considered sport a "way of life". The chairman emeritus of Tata Sons died here at the age of 86 on Wednesday after being admitted to a hospital on Monday for "age and related medical conditions". His death triggered an avalanche of tributes from eminent personalities from all walks of life and sports was no different. From being the title sponsor of the glitzy Indian Premier League of cricket to supporting lesser-followed sports like archery to owning a football team in the Indian Super League to sponsoring a high-profile chess tournament, the Tata group has been deeply involved with the country's sporting ecosystem. Most of this involvement grew during Ratan Tata's tenure. "He always believed in 'sports is the way of life' and we are happy to carry forward the legacy. We have been the torchbearer of sports with 19 sporting verticals from football, hockey, archery to horse riding, boxing, karate, racket sports. You name it, we have it," an official involved with the JRD Tata Sports Academy, which was inaugurated in 1991 in Jamshedpur, told PTI. The growth in Tata Group's sporting involvement under Ratan Tata was the continuation of a legacy. After all, Sir Dorabji Tata, who played cricket, tennis and football, was the first President of the Indian Olympic Association (1924). This was after he had financed the Olympic appearance of four track-and-field athletes and two wrestlers at the Antwerp Games, helping organise their trials in Pune as well. Tata Steel Chess, which is also called the 'Wimbledon of chess', is a marquee event on global chess calendar, held at <keyword id="20385206" type="General" weightage="20" keywordseo="wijk-aan-zee" source="keywords">Wijk Aan Zee</keyword>, the Netherlands. It wasn't always known that. It was Corus Chess Tournament for the longest time before Tata Steel took over the title sponsor company, thereby claiming the rights of this event from 2007 onwards. Five-time world champion and Indian chess legend <keyword id="20221790" type="General" weightage="20" keywordseo="viswanathan-anand" source="keywords">Viswanathan Anand</keyword> was among the first sports icons to pay tributes to the late industrialist, saying that he "touched all our lives". "It is with profound sadness that we bid farewell to a giant of industry and philanthropy. We received our Padma Vibhushan together, and I was truly touched by his humility and genteel nature," Anand wrote on X. "The chess fraternity owes much to the traditions that are so closely associated with the Tata Group. @tatasteelchess in Holland is an event that made us chess players particularly proud, especially when the Tatas took over Corus, and later starting a new tradition with @tschessindia," he added. "The chess world and I offer our deepest condolences to @RNTata2000, a human being who touched all our lives and always stood for the good of society. Rest in peace," Anand continued. Tata Foootball Academy started back in 1987 under <keyword id="23494114" type="General" weightage="20" keywordseo="russi-mody" source="keywords">Russi Mody</keyword>, the then chairman of Tata Steel, who had the backing of Ratan Tata for the project. The academy has been supplying national level footballers since early '90s with its some of its noted alumni being current All India Football Federation head and former goalkeeper Kalyan Chaubey, Rennedy Singh, Dipendu Biswas and Kiran Khongsai. "TFA has played a pioneering role in Indian football by focusing on nurturing young talent and contributing significantly to the development of football in the country," the official associated with JRD sports complex said. "He (Ratan Tata) was there at the launch of Jamshedpur FC in the ISL in 2017. he interacted with the players and coaches, took photos with them. They also presented him with a signed jersey. He was very happy to see the team coming up and playing in the top tier ISL," he recalled. The enigmatic businessman was there to launch the hockey academy in Jamshedpur in 2019. "...perhaps for the last time he was here," the official said. Hockey India said Ratan Tata will be remembered as a "shining gem". "Your vision and endless contribution to our nation will never be forgotten. Your legacy will forever live with us till eternity. Hockey India pays tribute to one of Modern India's Pioneers - Ratan Naval Tata," it added. The legendary <keyword id="19919207" type="General" weightage="20" keywordseo="sachin-tendulkar" source="keywords">Sachin Tendulkar</keyword> said Ratan Tata's legacy will continue through his foundations. "In his life, and demise, Mr Ratan Tata has moved the nation. I was fortunate to spend time with him, but millions, who have never met him, feel the same grief that I feel today. Such is his impact," <keyword id="20012835" type="General" weightage="20" keywordseo="tendulkar" source="keywords">Tendulkar</keyword> wrote. The Tata Archery Academy in Jamshedpur has been the training ground for ace Indian archers Deepika Kumari and Atanu Das for several years. Given Tata Group's involvement in India's Olympic movement, it was hardly a surprise to see an outpouring of tributes from some of country's top athletes. "I'm very sorry to hear about the passing of Shri Ratan Tata ji. He was a visionary, and I'll never forget the conversation I had with him. He inspired this entire nation. I pray that his loved ones find strength. Om Shanti," posted India's track-and-field Olympic gold-winner, Neeraj Chopra. India's first-ever Olympics medal winner in badminton, <keyword id="20204318" type="General" weightage="20" keywordseo="saina-nehwal" source="keywords">Saina Nehwal</keyword> described him as a great man. "Ratan Tata sir aapki legacy hamesha humare saath rahegi. RIP (sic). (A great man and true visionary. Tata sir your legacy will always remain with us," she said. One of India's greatest spin bowlers and former captain Anil Kumble said, "Mr. Ratan Tata's contribution extends far beyond business. His legacy of giving back to society will continue to inspire future generations. Rest in peace." "An institution who embodied Excellence, Vision and Humility. A Philanthropist par excellence. A massive loss to society. Condolences to the entire Tata family. God bless his soul #RatanTata," wrote former India player and coach <keyword id="19958622" type="General" weightage="20" keywordseo="ravi-shastri" source="keywords">Ravi Shastri</keyword>.

The Tata effect on Indian sports: Ratan Tata's demise mourned by India stalwarts

<div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div><ul class="summary-list"><li>YouTube star PewDiePie and Indian record label T-Series duked it out for months earlier this year to become the most-subscribed YouTube channel. T-Series won and has more than 100 million subscribers.</li><li>But behind the scenes, the pair were fighting a legal battle in Delhi's High Court over "diss tracks" released by PewDiePie, real name Felix Kjellberg, which mocked T-Series.</li><li>The two diss tracks have been blocked in India since a court order in April. A judge described them as "abusive, vulgar, and racist."</li><li>A July filing seen by Business Insider shows the two have now agreed to settle the case, although both videos remain blocked in India.</li><li>T-Series president Neeraj Kalyan said he has no hard feelings towards PewDiePie. "He's great. We wish him all the best," he said. </li><li><a href="https://www.businessinsider.com/t-series-interview-how-beat-pewdiepie-youtube-2019-8?r=US&amp;IR=T">Read Business Insider's full interview with T-Series president Neeraj Kalyan on BI Prime.</a></li></ul>YouTube star PewDiePie and Indian music label T-Series have quietly settled a months-long court fight, which took place as the pair duked it out to become the most-subscribed YouTube channel on the planet.T-Series became the most popular YouTube channel in March 2019, knocking PewDiePie (real name Felix Kjellberg) off the top spot. <a href="https://www.youtube.com/user/tseries/about">It now has 108 million subscribers,</a> while PewDiePie has 98 million.The competition generated huge interest both from Kjellberg's online fanbase as well as the wider media, in part because T-Series exclusively posts Indian music videos and is little known to a Western internet audience.<a href="https://www.businessinsider.com/t-series-interview-how-beat-pewdiepie-youtube-2019-8?r=US&amp;IR=T">You can read Business Insider's newly published interview with T-Series president Neeraj Kalyan, as well as details of the court fight, on BI Prime.</a>UK-based Kjellberg, who is 29 years old and the highest-paid star on YouTube, rose to fame by posting footage of himself playing video games with humorous commentary, which evolved into arcane, insider references. He has attractive negative press thanks to some tasteless pranks and borderline commentary, including <a href="https://www.businessinsider.com/pewdiepie-anti-semitism-jokes-controversy-explained-2017-2?r=US&amp;IR=T">paying a couple of freelancers on Fiverr to hold up a sign reading: "Death to all Jews."</a>That edgy humour spilt over into the fight with T-Series, with Kjellberg releasing two "diss" videos mocking the Indian firm as the two channels fought it out for the top spot. The first, published on YouTube last October and called "Bitch Lasagna," referenced online tropes about Indian users, including the way they misspell words in English. It also appeared to mock Hindi as "mumble rap," among other insults.<div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div>After T-Series took the lead, PewDiePie released a second video in late March called "Congratulations," ostensibly congratulating his rival. That video appeared to reference legal action by T-Series: "I got a letter in the post, hmm, what is this? T-Series saying 'Cease and desist.'"T-Series successfully had both videos blocked in India eight days later, after obtaining an injunction from Delhi's High Court. The judge found both videos to be "abusive, vulgar and also racist in nature," according to an 8 April filing. Both videos were taken down from YouTube in India.But according to a subsequent July filing seen by Business Insider, the pair have come to a settlement over the videos. The 15 July filing states the two have settled, but haven't signed an agreement. T-Series did not respond to a request for further detail.At the time of writing, both of PewDiePie's videos, "Congratulations" and "Bitch Lasagna", remain blocked in India.T-Series' Kalyan told Business Insider that he has no hard feelings towards PewDiePie. "He's great. We wish him all the best - the kinds of things he does, we're not into that. It's a different audience altogether," he said.<h2><a href="https://www.businessinsider.com/t-series-interview-how-beat-pewdiepie-youtube-2019-8?r=US&amp;IR=T">Read Business Insider's full interview with T-Series president Neeraj Kalyan on BI Prime.</a></h2>

PewDiePie and T-Series quietly settled a court battle over his 'racist' diss tracks following their epic YouTube battle

<div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div><ul class="summary-list"><li>Indian record label T-Series dethroned Swedish gaming vlogger PewDiePie as the most subscribed YouTube channel in March, despite a sustained campaign by Felix Kjellberg's fans to keep him on top.</li><li>T-Series has cemented its lead and now has 108 million subscribers on YouTube. The channel posts high-production Indian music videos that are totally different to PewDiePie's self-referential and occasionally offensive humor. </li><li>Its growing popularity is largely thanks to India's love of homegrown music, and a large chunk of its 1.3 billion population gaining access to the internet for the first time via cheap Android smartphones and generous data plans.</li><li>T-Series president Neeraj Kalyan told Business Insider that YouTube is now the company's third-biggest revenue stream, and that the firm has struck licensing and partnership deals with TikTok, which has a huge Indian audience.</li><li><a href="https://www.businessinsider.com/prime?module=article&amp;area=summary">Click here for more BI Prime stories</a>.</li></ul>Neeraj Kalyan says the first time he heard of PewDiePie was when his company won a music industry award in Singapore last August.His firm, a 36-year-old Indian record label called T-Series, was being fêted for passing the 50 million subscriber mark on its dedicated YouTube channel.The one channel ahead of T-Series? PewDiePie, who had 65 million subscribers. PewDiePie, real name Felix Kjellberg, is 28 years old and the highest paid star on YouTube.He has risen to fame by filming himself playing video games alongside humorous commentary, but that fame has been marred by controversy over the occasional tasteless prank and <a href="https://www.businessinsider.com/pewdiepie-anti-semitism-jokes-controversy-explained-2017-2?r=US&amp;IR=T">remarks referencing Nazis and anti-Semitism</a>.<div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div>His name came up again a few months later in 2018 when Kalyan took a meeting in Stockholm, handing in his business card at the hotel."The lady at the Sheraton in Stockholm screamed, "You are from T-Series! You're beating PewDiePie! He's from Sweden!'" says Kalyan in an interview with Business Insider.Kalyan, the president of T-Series, is now pretty familiar with PewDiePie.Read more:&#xa0;<a href="https://www.businessinsider.com/profile-of-2-billion-checkoutcom-and-founder-guillaume-pousaz-2019-8?r=US&amp;IR=T">Here's how this college dropout spent 7 years building a profitable startup with no funding, then raised $230 million in his first round at a $2 billion valuation</a>His company <a href="https://www.businessinsider.com/pewdiepie-t-series-youtube-battle-100-million-subscribers-2019-5?r=US&amp;IR=T">would go on in March to dethrone PewDiePie as most popular YouTube channel</a>, despite a concerted campaign by Kjellberg's fans and fellow YouTubers to keep him at number one.Five months on, T-Series has cemented its lead, with 108 million subscribers at the time of writing. PewDiePie is still gaining subscribers too, just more slowly, and sits at 98 million.T-Series' victory was huge news in the annals of internet culture wars, but it also marked something much bigger: the world's biggest democracy coming online.<h2>T-Series is an Indian entertainment powerhouse, posting popular music videos to YouTube</h2>To the Western eye, T-Series' YouTube channel is completely different to the rest of the internet.Its page is populated with stylised, colourful, and seemingly cheesy music videos, designed to appeal to a mass audience. There is no reference to memes or any sort of internet culture.It completely avoids much of what makes a largely US-influenced internet tick, catering entirely to mainstream Indian interests. Some of the music videos tie into movies produced by T-Series, and cost up to $350,000 to make.This video ties into an upcoming T-Series movie, "Saaho." Aesthetically, it's James Bond meets Disney:It is this which baffled PewDiePie's fans, who revelled in his deeply self-referential, niche, and very internetty humour. His videos are so laced with cross-references that offensive jokes and languages are difficult to distinguish from obscure callbacks and references to memes.Take PewDiePie's "diss tracks" about T-Series, released in the heat of the battle for subscribers and intended to play up the competition. One lyric, from the track "Bitch Lasagna," reads: "Bobs or vegana, whichever will it be?".The line looks meaningless on its own, but is an apparent reference to Indian men misspelling "boobs" and "vagina" online, which originally went viral on Reddit.In typical PewDiePie fashion, the lyric treads the line between amusing insider reference and plain offensive.Kalyan says the two channels have totally different audiences."We were never in that race," he says. "But he's great. We wish him all the best - the kinds of things he does, we're not into that. It's a different audience altogether, there's no competition at all."Relations aren't quite so friendly under the surface.In April, T-Series won an injunction from the High Court in Delhi against PewDiePie to stop him uploading his diss tracks about T-Series to YouTube. T-Series claimed the videos, including "Bitch Lasagna" and a second video called "Congratulations," were "racist, inflammatory and hateful."The judge, Justice Jayanth Nath, agreed and ordered the removal of the videos, describing them as "abusive, vulgar and also racist in nature."<div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div>Neither "Bitch Lasagna" nor "Congratulations" are viewable via YouTube India, according to tests run by Business Insider using a VPN. <a href="https://www.reddit.com/r/PewdiepieSubmissions/comments/bbyh1z/bitch_lasagna_and_congratulations_are_now/">Commenters on Reddit have said</a> that both videos have been unavailable since April,&#xa0; the date of the High Court order, and complained that T-Series couldn't take a joke.<div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div>According to subsequent filings seen by Business Insider, the pair settled the matter in July 2019, although both videos remain unavailable inside India.The terms of the settlement have not been disclosed, and T-Series did not respond to a request for clarification. The settlement has not been previously reported.<h2>T-Series started out recording devotional music to cassette tapes</h2><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div>T-Series was founded in the 1980s by Gulshan Kumar, the son of a fruit juice vendor. The firm originally sold cassettes featuring devotional music and eventually became a record label giant with more than 3,500 employees.According to a BBC profile, Kumar spotted an opportunity for selling religious music as ageing Hindu devotees couldn't read hymns and chants from books thanks to poor eyesight. He hired singers to record the chants, and then sold the tapes at a cheap price."The transition from cassette manufacturing to India''s largest music label and very successful studio, with global presence, has really not been a very easy task," says Kalyan of the firm's evolution. "It has been a long journey for us. And over the past 15 years, the content industry has seen a kind of tectonic shift primarily due to the advent in technology."Kumar was <a href="https://www.theguardian.com/world/2001/feb/11/filmnews.bollywood">assassinated in 1997 by a hit squad,</a> and his son Bhavesh took over the running of the business.Read more: <a href="https://www.businessinsider.com/tiktok-stars-magic-singh-pavan-henna-profile-2019-4?r=US&amp;IR=T">These new TikTok influencers have millions of fans and are hustling for a fraction of the price of YouTubers</a>Through the 2000s, T-Series wrestled with the same issues as other major record labels - namely piracy. It found one reliable source of money in licensing its songs for ringtones in 2004. "Indians loved any sort of spiritual tones or devotional tones," says Kalyan. "I've seen people who won't change their phone wallpaper because it's been lucky for them."Then came the firm's first encounter with YouTube - in Delhi's High Court."We were in litigation with YouTube, we had sued them for infringement of copyright," Kalyan says. "That was still at the time of cassettes. They claimed they were a neutral platform, so we went to court. We were the first company able to obtain an injunction from the [Indian] high court against YouTube."This was 2007, and YouTube faced multiple lawsuits from rights holders around the world who saw their original content, usually licensed at lucrative rates, ripped and uploaded for free to the video site.After years of litigation, T-Series' parent firm saw "good sense" and <a href="https://www.medianama.com/2011/02/223-youtube-music-label-t-series-reach-out-of-court-settlement/">came to a licensing agreement</a> with YouTube in late 2010. Prior to the suit, the firm had no presence on YouTube.The pair agreed to a three-year revenue-share deal, splitting the money that came in through the ads on T-Series' videos. Google paid an advance upfront, which it planned to make back through its share of the revenue."The most interesting part was we recouped that advance in just 9 months," Kalyan says. "That was the kind of growth we experienced. It became a cash cow."<h2>T-Series has benefited from a huge chunk of India coming online in the last three years</h2>The turning point for T-Series and the wider smartphone industry was 2016, when a new Indian telecoms brand called Jio launched. Owned by a major incumbent, Reliance, Jio offered cheap data and smartphones that brought some of India's 1.3 billion-strong population online for the first time.<div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div>"99% of India's [mobile] population has Android smartphones," says Neil Shah, an analyst at Counterpoint Research. "So YouTube is a default app. Most users have warmed up to YouTube to consume content - not just video, but music. So they're going to YouTube rather than Spotify."According to <a href="https://imrbint.com/images/common/ICUBE%E2%84%A2_2019_Highlights.pdf">Kantar statistics from December 2018</a>, half a billion people in India are now online, driven primarily by rural growth. That is still less than half the country's total population.Kalyan notes the impact. "In 2016, there was mobile internet available in tier one or tier two cities, but now it's in tier three to tier five cities and villages, which had never experienced internet," he says. "So now the consumer is excited, and he's experimenting with everything, and it's resulted in an increase in consumption."Here's how T-Series has steadily grown its subscribers after 2016, per data supplied to Business Insider by Tubular Labs:<div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div>Most Western YouTubers <a href="https://www.businessinsider.com/the-worlds-biggest-youtube-stars-are-seeing-a-massive-slowdown-2017-12?r=US&amp;IR=T">are struggling to maintain growth</a>, by contrast.Now YouTube is T-Series' third-biggest revenue stream, after licenses to video platforms and TV channels. The music label makes money solely through ads, though Kalyan won't disclose how much.The label has seven people who look after its various YouTube channels - 28 in total, covering different regional languages and interests - and another two or three who post the videos to Facebook, Twitter, and Instagram.<h2>The future is TikTok and original content</h2>After the success of YouTube and the explosion of mobile in India, T-Series is exploring other emerging platforms, Kalyan says.&#xa0;The company has forged deals with short-form viral video app TikTok, licensing its music for people to use in videos. India is one of TikTok's biggest markets, with <a href="https://tech.economictimes.indiatimes.com/news/internet/tiktok-wants-more-diverse-creators-on-path-to-monetisation/69715867">a reported 120 million monthly active users</a> in the country. Kalyan says T-Series proactively works with TikTok influencers to help its songs go viral on the platform."We work with their teams, advise them on what's new, and what content we have," he says. "Our artists who are very established work with unknown influencers but have some following, they make a clip of 20 seconds integrating our music into whatever they're doing. Be it action, some dance. After that, it goes viral. And along with that virality, our music which has been synced with that clip also goes viral."T-Series has also <a href="https://economictimes.indiatimes.com/small-biz/startups/newsbuzz/tiktok-owner-to-start-music-service-secures-rights-from-t-series-times-music/articleshow/69421732.cms">reportedly signed on for TikTok's rumoured streaming service</a>. But Kalyan ruled out T-Series launching its own dedicated content streaming service, such as Disney+."We would like to remain focused only on the content," he says. "That is our strength. The next step for us is films, which we've been able to master over the last three years. Before we used to moonlight with one or two films, but now we have 20 big-scale Bollywood films every year. We don't want to be in the space of launching our own platform, we don't want to compete with our own licenses."It's likely that the T-Series vs. PewDiePie battle is simply the first of many consequences of a 1.3 billion population coming online. A look at the top YouTube channels by subscribers shows at least seven Indian channels in the top 100, including SET India and Zee Music. That might mean further culture clashes as a hugely diverse base of Indian users begin using US platforms more frequently.It's perhaps the first time a new online population threatens the Americanized focus of the internet. The only other internet population big enough to potentially shape global internet culture in this way is China, but that's been walled off in its own online ecosystem for years. PewDiePie and his memes may have only a limited time in the spotlight.<div></div><div></div> <div class="margin-top"> <h3>NOW WATCH: <a href="https://www.businessinsider.com/after-bumped-off-flight-heres-what-need-know-legally-department-transportation-fly-airplane-airline-2017-4">Here's what airlines legally owe you if you're bumped off a flight</a></h3> <div> </div> </div>

How T-Series went from making cassette tapes to dethroning PewDiePie and becoming the biggest channel on YouTube

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Mushfiqul Alam/NurPhoto via Getty Images The "Jio effect" is changing the internet. <ul class="summary-list"><li>Something is happening in India which could completely reshape internet culture. Millions of Indians gained regular access to the internet for the first time over the past three years.</li><li>This is thanks to the "Jio effect," after regional mobile operator Reliance Jio launched extremely cheap data tariffs in 2016, costing as little as Rs 15 ($0.21) per GB.</li><li> Indians went from consuming an average of 700mb of data per month to 11GB, according to Counterpoint Research analyst Neil Shah.</li><li>This has led to unintended consequences like Indian music label T-Series overtaking YouTube star PewDiePie to become most-subscribed YouTube channel.</li><li><a href="https://www.businessinsider.com/prime?module=article&amp;area=summary">Click here for more BI Prime stories</a>.</li></ul>The "Jio effect" is little known outside India, but it's already reshaping the way Silicon Valley does business. The phenomenon is named after the arrival of Reliance Jio, a mobile network operator that launched in 2016 with extremely cheap data plans. The network was founded by Indian billionaire Mukesh Ambani, and the telco went from zero customers to becoming the biggest mobile operator in the world with more than 300 million subscribers. To put this in context, Reliance Jio's customer base is about as big as the entire US population. REUTERS/Francis Mascarenhas Mukesh Ambani, the Chairman of Reliance Industries, his wife Nita Ambani, their son Akash Ambani and daughter Isha Piramal pose at the wedding ceremony of Akash, at Bandra-Kurla Complex in Mumbai. Jio's radical move was this: making 4G available to millions of Indians for free in 2016. It began charging nominal amounts for data in 2017 and, by then, the Indian appetite for internet content knew no bounds in part thanks to the availability of budget Android smartphones. Initially, Jio made no money, <a href="https://www.businessinsider.in/reliance-jio-and-reliance-retail-may-help-mukesh-ambani-rils-quarterly-earnings/articleshow/70274830.cms">but it has now become profitable</a>. "Jio has changed the consumption habits for hundreds of millions of consumers," said Neil Shah, an analyst at Counterpoint Research. "More people are using smartphones as their first device, unlike developed markets where the PC is the first device." Shah estimates that thanks to Jio's pricing, Indians have gone from consuming just 700MB of data per month to 11GB. This would let you watch about 30 episodes of "Game of Thrones." "You can get around 28GB of data for just a couple of dollars," says Shah. "And in that sense, once you have cheaper data and a smartphone, you're going to consume more content." Reuters Unlike the West, Indian smartphone adoption is still growing in the double digits as people buy their first internet-connected device. "More and more people are using smartphones as their first device, unlike developed markets where the PC is the first device," says Shah. This is significant. According to Pew Research, <a href="https://www.pewinternet.org/fact-sheet/mobile/">around 81% of Americans own a smartphone</a>, meaning there isn't much room to grow. The smartphone probably isn't their first internet-connected device either. Most consumers outside of India won't have really noticed what this means for the wider internet, but one incident really put the Jio effect on the map: this year's battle between Indian record label T-Series and Swedish vlogger PewDiePie to become most-subscribed YouTube channel. Getty PewDiePie, also known as Felix Kjellberg. T-Series is a long-established Indian record label, producing music videos in various Indian languages as well as highly successful blockbuster films, all targeted at the home market. PewDiePie, by contrast, is a 29-year-old gaming vlogger and representative of a specific Western YouTube demographic - the self-referential, meme-loving, and occasionally offensive gamer. Up until March 2018, PewDiePie, real name Felix Kjellberg, was by the far the most popular YouTuber and inspiration for hundreds of other smaller creators who riffed off his offbeat humour and occasionally tasteless pranks. Read more: <a href="https://www.businessinsider.com/t-series-interview-how-beat-pewdiepie-youtube-2019-8?r=US&amp;IR=T">How T-Series went from making cassette tapes to dethroning PewDiePie and becoming the biggest channel on YouTube</a> But the cumulative impact of millions of Indians discovering their favourite Bollywood music on YouTube kicked in, and T-Series became the most popular YouTube channel. It has cemented its lead five months on, with 108 million subscribers versus PewDiePie's 98 million. Because cheap bandwidth is essentially unlimited, Indians are treating YouTube as their de facto streaming service, according to Shah. With access to the internet for the first time, they're turning to YouTube to find their favourite Indian language songs. "Most users have warmed up to YouTube to consume content, not just video, but music," he says. "They are going to YouTube rather than Spotify. People like T-Series or Star Network are seeing growth in video as well as music content." Neeraj Kalyan, president of T-Series, told Business Insider: "The recent growth of internet in India has increased the consumption of Indian content and, because of the decreased data costs, increase internet penetration, and higher bandwidth, this has been a real catalyst. "In 2016, there was mobile internet available in tier one or tier two cities, but now it's in tier three to tier five cities and villages, which had never experienced internet. So now the consumer is excited, and he's experimenting with everything, and it's resulted in an increase in consumption." It isn't just YouTube. India is now producing its own Silicon Valley-style internet giants, such as retail firm Flipkart - majority acquired by Walmart for $16 billion - online supermarket Grofers, payment firm Paytm, and Uber rival Ola. Stephen Lam/Reuters Indian prime minister Narendra Modi and Facebook CEO Mark Zuckerberg. Silicon Valley is also feeling the impact of the Jio effect. Facebook, for example, began talking about the Jio effect indirectly in late 2016. The firm first mentioned the impact of cheap data in India on its Q3 2016 earnings call when CFO Dave Wehner said: "We're seeing the introduction of low price data plans in markets like India and Mexico contributing [to user growth]." Facebook would continue to talk about the impact of India's "promotional free data plans" on its user growth in every subsequent earnings call for a year. And the firm has described India as its biggest growth market in every quarter since Q3 2016, according to call transcripts analysed by Business Insider. Google is also playing nice with Jio. Its CEO Sundar Pichai attended the wedding of Akash Ambani, son of Reliance chairman Mukesh Ambani, earlier this year. And the firm has been flagging the <a href="https://abc.xyz/investor/static/pdf/2017_Q1_Earnings_Transcript.pdf?cache=91f0790">massive growth in Indian Android users</a> since early 2017, not long after the launch of Reliance Jio. The firm said there more than 300 million new Android users from markets such as India and Brazil. <a href="https://abc.xyz/investor/static/pdf/2019_Q1_Earnings_Transcript.pdf?cache=ebdc584">At the beginning of this year</a>, the firm said India was the fastest-growing market for YouTube. Its companion app, YouTube Music, had more than 15 million downloads. <h3>NOW WATCH: <a href="https://www.businessinsider.com/what-is-meteor-shower-perseids-orionids-leonids-2018-8">A spectacular meteor shower is coming - here's what you're actually seeing</a></h3> <pre style="display: none;">function receiveMessage(event){ console.log(event.data.fullscreen); Android.fullscreen(event.data.fullscreen); }window.addEventListener("message", receiveMessage, false);</pre>

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