After firming its position in the radio and broadcasting genres, BAG Network now enters the newspaper genre, albeit in the digital space. The e-newspaper is meant specifically for the digital consumer who is constantly on the move.
Christened ‘enewspaper of India’, the paper sports the tagline: ‘A newspaper that never sleeps’. The idea is to refresh it multiple times in a day with new and updated content. At present, the paper is being updated at 1 pm, 7.30 pm and 12.30 am.
Talking to exchange4media about the objective behind this initiative, Anurradha Prasad, Chairperson and MD, BAG Network said, “It’s a young medium for young consumers, and to target young consumers you have to be on a platform like this, which is attractive to them. Internet penetration in India is at 12 per cent at the moment, but it is bound to go up as India is going to be the e-superpower of the world. That’s why it makes sense to introduce such an initiative.”
When pointed out that usually the physical newspaper is the first choice in India, Prasad remarked, “I agree print is there, but digital is here to grow. Digital is eating into the pie of print content but is not so evolved right, of course, it will in the future.”
The frequent internet user is the TG for the newspaper. The promotion is currently on, on social networking sites, Radio Dhamaal and News24.
Sharing more about the USP and content, Alok Sharma, Editor, enewspaper of India said, “The biggest USP of our paper is it will give new news every six hours a day. We will not miss out on big news and we have specific news for the e consumer and we will be launching it on android very soon. “
Mobile and iPad apps of the newspaper are in the pipeline.
Sharing her thought on the launch of the paper, Prasad added, “In the digital era, time is of essence for the man on the go. Newspaper reading should not be akin to finding a needle in the haystack. enewspaper of India will ensure that it brings you only those news items that are of big importance.”
The newspaper will consist of six pages on sports, national-international and Bollywood news.