Irshaad, a new 24-hour digital ghazal channel, will cater to fans of the music genre. The platform will be launched in association with ghazal maestro Pankaj Udhas.
Hungama Digital Media Entertainment along with Velvet Voices is all geared up to launch and promote the initiative, which will celebrate ghazals in their entirety -- be it through audio, video, imagery, poetry, interviews or live performances.
The platform also aims to capture the history of ghazals, their origin through different territories, the story behind some of the most popular songs and more.
There will be audio streaming, playlists, interviews, lyrics, poetry and live streaming, presented in a contemporary manner across social media, Apps, YouTube and DTH for aficionados of ghazal as well as Sufi and qawwali music.
With Pankaj Udhas's association, the platform assures quality and authenticity in content.
The singer believes that since ghazals is a genre that has not been promoted individually, the young talent in this genre must be brought out and celebrated.
"With this idea in mind, we are launching Irshaad across digital platforms of Hungama. We hope that ghazal aficionados and the youth not only enjoy their favourite music but also get a glimpse of what goes behind bringing this music to life," he said in a statement.
The idea is to bring together the rich content that has existed for generations to the community that would love to discover this form of music and the lifestyle around it, said Neeraj Roy, managing director and CEO, Hungama Digital Media Entertainment.
