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DesiMartini.com and HT City in strategic content integration pact

26-August-2009
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DesiMartini.com and HT City in strategic content integration pact

DesiMartini.com, the social networking website from HT Media Ltd, has launched an integration with HT City, the entertainment and lifestyle supplement from Hindustan Times, to launch the online version of ‘Celeb and the City’ and ‘Page 3’.

This is in line with HT Media’s focus on the Internet as a new medium and the Indian youth as its core target segment. Recognising that the interactivity and dynamism of the digital medium are key to engage today’s young consumer. This move marks the way for stronger future integrations between the media house’s online and offline properties.

Amit Garg, Business Head of Firefly, HT Media’s Internet arm, said, “There are certain advantages that the Internet medium offers – being able to increase the reach of the HT City content to young users across the country, giving them access to previous archived material that they would be interested in, being able to comment and give their feedback instantly on a relevant column or photo, and so on. Of course, the exclusive HT City content also enriches the experience of users on DesiMartini, and given the close synergy between the target segments of the two properties, it’s a win-win for both.”

Under ‘Celeb and the City’, celebrities like Akshay Kumar, Deepika Padukone, Priyanka Chopra, Imran Khan, Anoushka Shankar, Karan Johar and Kunal Kapoor have been writing exclusive columns for HT City.

HT City’s another popular feature, ‘Page 3’, has been a daily source of pictures and information from the best parties in and around Delhi.

Other popular features of HT City, like ‘Dil Se’ and weekly polls are also available online and are said to be receiving a good response from users on www.DesiMartini.com.

Firefly e-Ventures Ltd, a 100 per cent HT Media subsidiary, focuses on creating and building brands and businesses in the Internet media space. Firefly aims to combine Hindustan Times’ 84-year old legacy as one of India’s largest and most respected names in the media industry, with the innovation and energy that characterise the Internet space.

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