Worldspace Satellite Radio signature tune by Rahman
Thursday, July 06, 2006
Source: Worldspace India
Image Source: Worldspace India
WORLDSPACE SATELLITE RADIO UNVEILS SIGNATURE TUNE BY BRAND AMBASSADOR AR RAHMAN
Song is Part of New Integrated Communications Campaign Featuring AR Rahman and Aimed at Strengthening Subscriber Connection
Maharashtra, Delhi, July 3rd 2006—WORLDSPACE Satellite Radio, (NASDAQ: WRSP), one of the world leaders in satellite-based digital radio services, today unveiled an inspiring new signature tune developed by music impresario AR Rahman, WORLDSPACE brand ambassador in India. The signature tune, to be used in an integrated communications campaign, highlights the 'everyday' and 'everywhere' nature of music while showcasing the incredible variety of radio content offered by WORLDSPACE with over 40 stations of distinctive music genres, entertainment, and information.
Speaking at the launch, Tedros Lemma, corporate vice president, Worldspace, Inc., said, "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. AR Rahman has come to personify quality music and we are honored to partner with him on our aggressive communication campaign to build our brand in India."
The WORLDSPACE signature tune draws inspiration from the sounds of nature and the rhythms of our everyday lives. AR Rahman has woven the lyrical sounds of the soothing sea, a bird's chirpy call, the earthy chant of fishermen – among a medley of other evocative sounds around us, crafting a tune that refreshes and energizes, showcasing the true inspiration of music.
Sharing his insights into the tune and talking of his association with WORLDSPACE, AR Rahman said, "It is my pleasure to be associated with Worldspace as I believe that there truly is so much music to hear and 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."
WORLDSPACE has posted aggressive growth across India in the past year, growing 500% from around 21,000 subscribers in March 2005 to more than 110,000 subscribers in 2006. Having expanded retail operations to cover 14 markets with hundreds of retail points, WORLDSPACE intends to leverage the relationship with AR Rahman to strengthen its connection with customers and to raise awareness about the distinctive features of satellite radio.
The new communications campaign, of which AR Rahman is an integral part, is based on extensive studies with existing as well as potential customers across India. Commenting on the campaign, Arti Mehta, Chief Marketing Officer, WORLDSPACE India said, "Rahman's genius has captured the attention of the world with his distinctive brand of music, which has stayed true to tradition, attracting a broad base of listeners who cut across age groups, geographies and profiles. WORLDSPACE will leverage this imposing persona, and his undoubted association with quality music, to build awareness for our brand and connect with music lovers across India. We have developed an aggressive integrated campaign that involves a refreshing new series of TV commercials and on-ground events including concerts, contests and awards."
Shot in the picturesque surroundings of Kannur in Kerala, the new WORLDSPACE television commercial celebrates the diversity of music and draws from the theme of AR Rahman's inspiring signature tune – celebrating the sounds around us. At the center of the campaign is the unbeatable variety and diversity of WORLDSPACE content highlighting the fact that "there is so much to hear."
About Worldspace, Inc.
Based just outside Washington, DC, WORLDSPACE (NASDAQ: WRSP) is the world's only global media and entertainment company positioned to offer a satellite radio experience to consumers in more than 130 countries with five billion people, driving 300 million cars. WORLDSPACE delivers the latest tunes, trends and information from around the world and around the corner. WORLDSPACE subscribers benefit from a unique combination of local programming, original WORLDSPACE content and content from leading brands around the globe including the BBC, CNN, Virgin Radio UK, NDTV and RFI. WORLDSPACE's satellites cover two-thirds of the globe with six beams. Each beam is capable of delivering up to 80 channels of high quality digital audio and multimedia programming directly to WORLDSPACE Satellite Radios anytime and virtually anywhere in its coverage areas. WORLDSPACE is a pioneer of satellite-based digital radio services (DARS) and was instrumental in the development of the technology infrastructure used today by XM Satellite Radio. For more information, visit www.worldspace.com
About WORLDSPACE India
WORLDSPACE boasts a range of over 40 radio stations across genres – from Jazz to Classical, to Old Hindi Film Music and Rock. Its Indian programming includes two Indian classical stations – Shruti (Carnatic) and Gandharv (Hindustani), as well as regional Indian stations, viz. Tara (Bengali), KL Radio (Tamil), Sparsha (Kannada), RM Radio (Malayalam), Spandana (Telugu) and Tunak Punjabi (Punjabi) and a Spiritual and Wellness station, Moksha, among others. For more information, please visit www.worldspace.in
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