The Hindustan Times group is all set to launch Mumbai edition by mid 2005. The group has already acquired land in Panvel, Navi Mumbai, where the infrastructure to set up operations is being built in full swing. Working in the same direction, the newspaper group has appointed Triveni Das as the Head, Mumbai operations and Head Ad Sales, South & West.
Confirming the details to exchange4media.com, Suresh Balakrishnan, Vice President, Hindustan Times, stated, "Yes, we are setting up Mumbai operations and we plan a mid 2005 launch. Triveni would run Mumbai operations, and will obviously play an important role in the launch of Mumbai edition." He, however, refuses to divulge any details about the edition. "At this moment, it would suffice to say that Mumbai edition would not be an exact replica of Delhi edition. Readers and consumer behaviour in the two cities are not completely similar, and the Mumbai edition would be as per the requirements of that city. A lot of research is being undertaken there to understand various nuances," he said.
As for Das, she is excited about her new role. When asked if she would be able use the learnings from television in print, she responded, "To begin with, basic principles of media selling remain the same. Secondly, the learnings from one medium can be effectively put into practice in the other - only difference is that in television there is a national footprint, while in print you have to handle multiple brands. And last but not the least, I am not a green horn in the area of print ad sales, in the initial stages of my career, I put in five years in The Times of India."
Das has spent 15 years in the media industry - five of which were spent in Zee Network. She has also spent time at Plus Channel and Buena Vista.