The Indian online music streaming platform JioSaavn on Monday has launched its new video product – JioSaavnTV.

The unique feature from Reliance Jio aims to bridge the gap between expert curation and ease of consumption.

JioSaavnTV is the newest addition to the video product offers via the platform.

The platform aims to create and organize a new television experience for music in addition to its widely popular audio service.

The feature will help to provide the users with a one-stop entertainment hub via the highest quality streaming technology.

Users will now be able to access the Music TV Channels and Music Video Playlists on a new tab on the homepage, which allows them to choose what the users would like to watch. The TV channels will be shown the recommendations of what they will like to watch, while the Video Playlists will be playing curated by the mood, genre, and artists.

With this new video product, JioSaavnTV provides a differentiated experience allowing users to discover and access a wide range of music videos from an artist, era, or mood-based selection.

The release of the new product is supported by marketing campaigns through video ads showcasing the music videos from artists including Badshah, Justin Beiber, Dua Lipa, K-Pop sensation BTS, and Akul.

The launch will be further amplified across the social channels, digital and influencer outreach, and a VR experience via Instagram.

Before, the brand introduced its first video offering with shorties- 15 seconds looping the visuals to accompany the select tracks which give the Indian artists a rich visual culture in the motion bringing fans to another touchpoint.

The shorties have had over 200M views since its launch in late June 2020. Last year, in August, JioSaavn has also partnered with Triller App, to bring the artist and user-generated video content of the app.

While the streaming platform users can also enjoy the ad-free and unlimited access to the wide video library on the app, premium users can also watch up to three videos in a month.