MUMBAI: Aditya Birla Group owned Idea Cellular will start offering music services with the dawn of the year 2017. The development suggests the telecom giant’s latest effort to counter the competitive threat from the other leading entities like Reliance Jio in the digital space.

Idea Music will offer thousands of original songs, international tracks of all genres and regional language content ranging from Tamil in the south to Bengali in the east. The catalogue will also feature popular hits from the legends of the yesteryears and the current era. Through the effort, Idea has not focused on a particular demograph or age group ensuring there’s music for every Idea user.

In an investor presentation, the company informed that the new services concerning Idea Games, Idea Videos and Idea Chat will gain activation between January and March 2017.

Jio's venture into music and already existing similar services from Airtel (in the form of Wynk) may have further pushed the cellular company’s plans to execute the effort. However, it was only inevitable for every cellular entity to provide a 360 degree entertainment options to its consumers.