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Express Group set to woo youngsters with new video-driven website

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Express Group set to woo youngsters with new video-driven website

The Express Group has launched a new website focussed on the youth. InUth, which has been billed as “the homepage of Indian millennials”, will be a multi-platform and video-driven website. “The website is an attempt by The Indian Express Group to launch a video-first platform,” said Amit Gupta, Head, Digital Marketing at The Express Group.  Stressing that Express has always stood for real journalism, Gupta opined that InUth would work towards delivering quality content.

Kunal Majumder, who was formerly associated with Catch News, has been roped in to lead the news operations at InUth. Commenting on the name of the website, Majumder said, “We did want to come up with something different that relates with the younger generation and has a certain aspirational value. We had a few options and ultimately we settled for InUth. It’s a little hatke.”

The last two weeks saw the website start generating content through its social media accounts on Twitter and Facebook. Express has hired a young team of 15-20 multimedia journalists to provide the much-needed impetus to InUth.

Anant Goenka, Executive Director at The Express Group, is known to be a digital media enthusiast. Under his stewardship, has witnessed a steady rise in traffic. As per figures produced by Alexa, a web traffic monitoring service, IE is the second-most visited Indian news website after



While would continue to be the online face of the legacy news organisation, publishing print news online in an objective and neutral manner, InUth would experiment with new forms of storytelling.

“New content formats will be the key differentiator - with videos and video story-telling, gifs, memes, audio stories, timeline formats, Instagram stories and Snapchat stories,” stated a release issued by The Express Group. 

It added that the “video strategy” was going to be “opinion led” which would seek to report facts in a compelling manner. However, InUth would have to grapple hard with competitors to attract mobile audiences. The Quint, an initiative of media mogul Raghav Bahl and Ritu Kapur, is a mobile-first platform that has gained in popularity among youngsters on the basis of its video content produced for online consumption.

As far as text-centric news stories are concerned, new age users often prefer reading short news summaries on Inshorts, a mobile app, or visit websites like BuzzFeed or ScoopWhoop where they get information in the form of listicles accompanied with fine images and social media embeds. Such list-based articles often use catchy headlines thereby furthering clickbait journalism.

But Majumder insists that InUth would be different as no other website claims to be video-first. Moreover, the fact that it is platform agnostic would be its unique selling proposition. “You can expect anything and everything because we will experiment with everything. The mandate is to innovate constantly,” added Majumder. 

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