Publications drive on the wireless route

Publications drive on the wireless route

Author | Pritie S Jadhav | Wednesday, Apr 05,2006 12:26 PM

Publications drive on the wireless route

In the recent times, the use of wireless technology by different media has been on the rise. Statistics prove that the wireless market is booming and holds immense growth opportunity for the print media because of its accessibility. An increasing number of media entities are realising the importance of this medium, the latest being Deccan Herald.

Of late, media entities like The Hindu, The Indian Express group of publications, Loksatta, DNA, Punjab Kesari, Sakal and the likes have all taken the wireless route.

Mobile2win has been a key player in providing wireless solutions to a majority of publications. On this growing trend Rajiv Hiranandani, Country Head, mobile2win, India, said, “It is a fact that everyone is going the interactive way as they realise that it has a lot of revenue potential. Publications can not only create ring tones, downloadable wallpapers and content related to festivals, but also earn a lot of revenue from these special value add ons. They also take the SMS route to promote the contest. We have done special content for Loksatta for Gudi Padwa, for Punjab Kesari for Baisakhi and so on.”

The popularity wave of these interactive medium started with Times of India’s well known short code service 8888, and also the success of Indian Idol on Sony Entertainment Television with 2525.

“Media is media and if television can do it then why can’t print. On an average any publication even they spend Rs 6 lakh to Rs 1 crore in their own publication to promote the mobile wireless and content offerings, the upside (revenue) can be anywhere between 4X to 6X of this cost. The key then is to be regional and local in its content offerings and we have seen immense success with our various media partnerships,” asserted Hiranandani.

Acknowledging the important role played by the mobile phones in everyday life, a spokesperson of The Hindu said, “We are catering to a generation that is ‘always on’ – a generation that demands news and information faster than the one that preceded it. Mass television and fast-growing Internet use have made a tremendous difference to the way readers, especially young readers approach or do not approach daily newspapers and magazines.”

Deccan Herald has entered into a strategic alliance for Value Added Services with mobile2win, wherein the latter will provide wireless solutions for the Herald Group, thereby increasing direct interactivity with its readers and extend its brand presence. Apart from regular wireless solutions, mobile2win will also provide news content on politics, cricket, front page poll, wallpapers, ring tones of the latest Bollywoood movies and clips and MMS of latest blockbusters from South.

D B Dutta, Vice-President, TPML, Deccan Herald, said, “Going mobile is adding one more dimension to the gamut of offerings from the Deccan Herald – Prajavani group of publications. Our aim is to bring in higher interactivity and forge stronger bonds with our readers.”

Wireless activities go a long way in bringing immediate interactivity, leading to increased reader satisfaction and loyalty. Wireless promotions are sure to create excitement and involve readers' participation in a big way.

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