MUMBAI: Hungama Music has announced its foray into original audio programming from 22 January. Starting with Endrendrum Punnagai, a Tamil audio original, Hungama Music will soon launch additional shows in other key Indian languages including Hindi, Telugu, Punjabi, Bengali and Marathi, among others.

Endrendrum Punnagai is hosted by RJ Sindhu and is now available to stream on Hungama Music.

Speaking about the foray into audio originals, Hungama Digital Media COO Siddhartha Roy said, “Like video content, there is an increasing demand for differentiated and local content on music streaming platforms. Over 48 per cent of our audience consumes content in languages besides Hindi. Our audio originals will help us enhance the user experience by offering an enriching catalogue of exclusive content, besides a multi-lingual and multi-genre library of songs and music videos. We plan to launch five to six audio originals in the next 12 months and aim to increase our regional user base by almost 30 per cent.”

Hosted by RJ Sindhu, a known name on radio in Chennai – often called the morning energy shot for her listeners, Endrendrum Punnagai will focus on musicians from Tamil Nadu and their contribution to the world of music. The initial episodes of the show will be dedicated to the internationally-acclaimed musical maestro, AR Rahman, with subsequent episodes being dedicated to other well-known musicians from Tamil Nadu.

Through its audio originals, Hungama will focus on creating locally-relevant audio content that enhances the overall music listening experience and complements its vast library spanning multiple genres and various Indian and international languages.