Following close on the heels of its tie-up with the RPG-owned HMV Saregama, Etc has linked up a deal with Sony Music for joint marketing of selected albums.

The first joint venture called Jagratan is in a twin cassette album format and will comprise religious Jagrata bhajans and geets (devotional songs) rendered by the nightingale of Indian music Lata Mangeshkar exclusively for this album. The music is by Surendra Kohli and lyrics are by Balbir Nirdosh.

The album has been produced jointly by Sony, etc and Dainik Jagran - the largest circulated Hindi language newspaper in north India.

With the Navratras festival (Gujarati festival of nine nights of dancing and merriment) around the corner, this exercise is actually a tactical promotion of sorts. This tie-up has come about as etc's morning band based on religion, is very strong and has a very good rapport with viewers.

The selling and production will be handled by Sony online distribution and etc will be carrying the online promos, with revenue being shared by both etc and Sony.