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Battleground Delhi: ‘mint’ is out; Times-HT JV to launch ‘Metro Now’ compact daily early next week

Battleground Delhi: ‘mint’ is out; Times-HT JV to launch ‘Metro Now’ compact daily early next week

Author | Pallavi Goorha | Thursday, Feb 01,2007 8:21 AM

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Battleground Delhi: ‘mint’ is out; Times-HT JV to launch ‘Metro Now’ compact daily early next week

Compacts -- or Berliners as many like to call them -- is definitely the flavour of the season. The print media market in Delhi is suddenly alive a la Mumbai around year and a half ago. And it couldn’t get more interesting and hotter than this.

HT Media rolled out its business compact ‘mint’ this morning.

And now comes news about another interesting launch in Delhi. Metropolitan Media Company, the newest player in the print media segment, is ready to launch Delhi’s first morning compact newspaper. Its name: ‘Metro Now’. The product, a 48-page, colour-rich daily, will, in all probability, hit the market on February 5, 2007. The paper will be available six days a week. Cover price: Re 1.

What makes this an interesting launch is the fact that Metropolitan Media is a 50:50 joint venture between two of the country’s largest media houses that are also bitter foes in the marketplace – The Times of India Group and HT Media.

Says Sameer Kapoor, President, Metropolitan Media Company, “This product will set new benchmarks in the compact newspaper segment in India. It will be far superior to products available to readers in Delhi today. The newspaper is aimed at the youth though age is no bar for this compact. To be precise, it’s the newspaper for the young at heart. It has a refreshing new look and a new content mix tailored to revive the newspaper reading habit among the youth and also offer a great value to advertisers.”

Kapoor further explained that ‘Metro Now’, though a newspaper, was meant to be “a quick read, much like the Internet, and we intend to capture the audience, much like radio”. For the new-age metro commuter in Delhi, it is something bright and peppy to look at, he said, “much like hoardings or billboards”.

“It’s fun, friendly and essentially Delhi,” Editor Kamlesh Singh said, adding, “Though the newspaper is city-centric, it will also have extensive coverage of India and the world. It will be Delhi’s perfectly balanced newspaper to go with the perfectly balanced coffee.”

“Or chai, rather masala chai. Sugar, spice, the works,” said Soni Sangwan, Deputy Editor, “We have a team that’s the best in the business with the right balance of experience and new blood.”

Kapoor, who is driving this venture, was Managing Director of Scholastic India before this. Kamlesh Singh and Soni Sangwan quit CNN-IBN to join the editorial team of ‘Metro Now’. Singh has also been a Deputy Editor with the India Today Group. Sangwan had moved to CNN-IBN from Hindustan Times.

Also read:

TOI and HT shake hands in Delhi; plan JV for a common ‘compact’

http://www.exchange4media.com/e4m/news/newfullstory.asp?section_id=1&news_id=22817&tag=13368&pictct=7

Tags: e4m

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