MUMBAI: Junglee Music, Times' Music's sub brand, has sold the digital music rights of 'Singh is Kinng' to UTV New Media for an estimated Rs 40 million.

The deal is considered to be the costliest in the digital music rights category so far in India. Junglee Music intends to "redraw all boundaries of music distribution in India."
Junglee had earlier acquired the music rights of the Akshay Kumar starrer from Studio 18 for an estimated Rs 80 to Rs 90 million, a figure that's considered high by current music acquisition standards. According to UTV New Media CEO T N Prabhu, "We believe that this is an opportunity which will take the digital music business to the next level. We plan to monetise it not only through the conventional routes but bring in innovation and ingenuity in marketing the same."

Adds BCCL director A P Parigi, "While digital music is the way forward, within digital music, mobile music will be main driver due to the flourishing mobile phone business market in India. Mobile service providers are discovering the importance of mobile music as a value added service and they are aggressively marketing the same."
"Musical times are back again and this is just the beginning. We have ambitious plans to monetize this asset in various path breaking ways that this industry has never witnessed. Music of 'Singh is Kinng' will catapult Junglee Music as a brand to reckon with," adds Times and Junglee Music COO Adarsh Gupta.