une-based media company Vritti I Media has tied up with Karnataka State Road Transport Corporation to play Kannada film songs along with promoting the movie besides announcing the bus schedules in 110 bus stations.

Company spokesperson Naveen told journalists that the bus stations will now act as Audio Nildaana for film producers, music directors, lyricists, singers and audio companies. Bus stations will now be playing songs of new movies in between the announcement of bus schedules.

Naveen said each song that gets played will give credit to producer, director, music director, lyricist, singer and the audio company every time the song gets played. Audio Nildaana will act as a new medium for new Kannada film songs to get played on a large scale, he said.

He said the songs of a Kannada movie will be played simultaneously in all the stations from the next day of the audio release of the movie. After the song is played, details of the caller tune download along with the cellular service provider will be mentioned.

Naveen said there is a need to create a new medium to boost Kannada film music and Vritti I Media is digitizing from Bengaluru that will stream music to all the bus stations. The company estimates that 50 lakh passengers would lend their ears to the new service.

Vritti I Media has already launched its services in Maharashtra, Punjab and Andhra Pradesh and is targeting to reach 160 bus stations in Karnataka by November, he said.

The company’s logo was unveiled by Velu of Lahari Audio and Shyam of Anand Audio and a memento was presented to producer-distributor Kanakapura Srinivas, senior journalist and film-maker Agni Sridhar and music composer Arjun Janya.

Agni Sridhar said Kannada producers and the Kannada film industry is not getting any benefit from FM stations. He said Kannada music should get first preference in FM stations although there is no need to oppose any language. He said there is a need to utilize all the facilities and compete effectively.

Lahari Velu lambasted the FM stations for not adhering to basic licencing norms of playing Kannada music. Shyam of Anand Audio said the Kannada film industry will benefit from the new service initiative started by Vritti I Media. Kanakapura Srinivas said the company should give first preference to the investor be it the producer, distributor or the audio company.

Umesh Banakar, Alemaari Santhu, Bachchan and Venkataswamy were also present. Cinema PROs Sudheendra Venkatesh, Nagendra and Vijay Kumar were felicitated on the occasion.

Jeevan Pawar, vice-president of Vritti I Media was also present.

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