MUMBAI: With an aim to produce premiere independent content, Sudhir Bagul, Jagdish R Kanani and Anand Doshi got together and started the independent content production company- Click Digital Studios (CDS). The latest offerings by company, which currently has added around 65 channels, include?Shudh Desi Gaane, Shudh Desi Endings and Shudh Desi Raps.

Commenting on the latest offering - Shudh Desi Gaane, CDS chief creative officer Anand Doshi said, “We created Shudh Desi Gaane with an aim to have a channel that is completely music.” He further added, “In India, when you talk about music, majority of the people will talk about Bollywood as it really works. So, we made a spoof on Bollywood music with a different twist.” Salil Jamdar has acted, sung and penned the lyrics for the first video, which is a parody of the ‘Hamari Adhuri Kahani’ title track. Jamdar will feature on most of the other videos on Shudh Desi Gaane. Doshi also informed that CDS will produce four videos very month for the channel.

He further added, “Bollywood and humour are amongst the top five genres for digital content consumption. We wanted to combine the two to present something new to the Indian digital audience and the result is Shudh Desi Gaane. Our audiences have enjoyed watching Shudh Desi Endings and Shudh Desi Raps, and now we hope they enjoy watching our take on Bollywood songs with Shudh Desi Gaane.”

CDS plans to add 10 more channels in the next six months, namely Shudh Desi Possibility and Shudh Desi Timepass, among others. However, other upcoming channels will be spread across various genres like tech, fitness and dating. CDS will also launch a couple of web series soon.

He also revealed the names of the next songs that will feature on the channel. These include the title track of ‘Bajrangi Bhaijaan’ and ‘Meri Maa’ from the film ‘Taare Zameen Par’. Doshi added, “We are looking at classic songs as well as trending content. We will also be looking at Hollywood content for the channel.” English tracks will be translated in Hindi as well, and it will be under the same channel. CDS is in talks with many labels as the company is looking to create covers as well.

Currently, CDS has no investors on board, yet it has managed to create 65 channels since starting up in August 2012. Doshi said, “We are self-funded but are in talks with investors, we might have them on board.” The company started off with two members, and now has a team of 55.    

CDS is in talks with broadcasters who are interested in partnering with them for content.

The company has produced a lot of content exclusively for YouTube. However, it has tied-up with many international partners to push content in the various digital platforms. CDS has a monthly viewership of 100 billion and subscriber base is 1.8 million. CDS earns daily views of 3-4 million and has a monthly view of 120 million.