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The Do Knot Disturb micro SD card has a storage capacity of 2 GB and is priced at Rs. 699. These cards have been launched for the first time in the Indian market and come with inbuilt exclusive content like Do Knot Disturb videos, trailers, music, promotional tracks, wallpapers and screensavers. The good thing about these memory cards is that they don’t have a locking system, which means users can replace the content on the cards. The memory card can also double up as a physical music format, like radio, MP3 players and CD players.
Considering that people can easily download music for free on the Internet, will these memory chips serve the purpose? Kulmeet Makkar opines, “The memory cards will work because in India you don’t have a legal broadband connection for the Internet. So most of the stuff that you download online is illegal unless you’re paying for it, the way you buy music from i-tunes. The memory card has a very simple format, which just needs a mobile- phone to plug in. As of now, we do not have a locking-system on the memory card and this will allow users to replace the original content. I do not know if this will stop piracy completely, but it will definitely help combat piracy. Piracy is more rampant amongst CD’s, cassettes and DVD’s. Pen drives and Micro SD cards are too far-fetched.”
T-Series has launched 2-GB pen drives and 2 GB memory cards for Blue. Along with exclusive mobile content that includes seven tracks from Blue, it also has wallpapers, screensavers, themes and videos from Blue, Billu and Golmaal Returns. The pen drive and memory card also has 43 promotional tracks by A. R. Rahman from Ghajini, Jaane Tu...Ya Jaane Na.. and Delhi-6.
Though the pen drive and MSD cards are priced at Rs 525 and Rs 475 respectively, it’s much higher compared to what an average consumer would spend on an audio CD. Though at Rs. 525, the pen-drive is a little over priced, the profit margin is just 25 to 30 per cent for retailers and 10 to 15 per cent for T-Series and Big and Puja Music. The response to the new format has been very positive. Though a few have been launched in the market on a test basis, both T-Series and Puja Music are planning to launch a second batch. The format will now be put into practice for films like All The Best, Main Aurr Mrs Khanna and London Dreams. Big Music is also in the process of launching pen drives for home video viewing rather than music.
