Indian music streaming service JioSaavn isn’t new to video content. Its ‘Shorties’ feature is less TikTok and more Spotify Canvas: 15-second looping videos that accompany tracks, and have been seen more than 200m views since their launch in June last year. It also has a deal with Triller. Now it’s getting into music TV. Well, JioSaavnTV is a set of music video-focused features within the service that include playlists and a linear ‘Music TV’ channel.
Both will be promoted from the JioSaavn homepage, and are being launched with a marketing campaign featuring the likes of Badshah, BTS, Dua Lipa and Justin Bieber.
This is also part of JioSaavn’s push of its premium subscriptions: paying customers can watch all the videos as much as they like, but free users will only be able to watch three a month.