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: future of music. Due to an increasing mobile market, physical music sales have gone down drastically. Youth are discovering and accessing music through free internet sites. There is a shift from music ownership to music consumption. Classical musicians too should recognise the potential of this platform,” he said.

The popularity of traditional music hits a discordant note as Bollywood or Hindi film music dominates the market share for music in India. Hemant Jain, senior vice president, Hungama Mobile says, “Classical music is a ‘super’ niche category. So the market for classical music downloads in India is almost negligible. While Bollywood commands a market share of 60% to 65% of the entire music industry, regional music is making its presence felt with a share of around 30%. The share for classical music is as low as 1%.” The price point will be decided by the mobile operators. Ideally, for a caller tune, the prices range from Rs 15 onwards, the standard rate for all operators. The content providers aver that the price points would not change just because the content is classical. As far as wall papers are concerned, no one would like to download a classical singer's photograph but graphics and logos are downloaded, says a mobile operator.

Radio and television are the largest resonating media of information. Industry officials argue that classical music is not aired extensively on either of them and consequently, the listenership suffers. Jain says, “There can be a sizeable audience for classical music only if it is incorporated in Bollywood films.”

Corporate houses have shown a penchant for classical music by funding classical music concerts. This figures prominently in their corporate social responsibility programmes, says Santoor maestro, Pandit Satish Vyas. “Money has become a major player in determining the success of classical music. More corporate support, accompanied with efficient organising skills, can breathe much-needed life into this medium,” Vyas said, adding, “connecting with the youth is an important aspect in popularising classical music.”

Perhaps younger classical musicians have understood this aspect well compared to the veterans on the scene. Artistes like Rahul Sharma, Anoushka Shankar, Amaan and Ayaan Ali Bangash have come up with fusion albums that are a hit with the younger audiences. “The new generation of classical musicians is opting for fusion music and releasing their music videos, which helps attract a wider audience,” mentions Vyas.