Prabhat Khabar has embarked on an exercise to revamp its content strategy to strike a “perfect balance between changes in the society and how journalism should deal with them”, shared Harivansh, Editor-in-Chief, Prabhat Khabar.
Commencing on June 11, 2012, the exercise involves coming up with a different look, feel as well as content of the Hindi daily on each day of the week. This exercise is being undertaken in Patna.
Elaborating on this initiative, Harivansh further said, “Every year we observe what changes we have seen in our society and how these changes affect journalism. And accordingly we put on our thinking caps and implement how journalism can strike a balance with these changes.”
He added that with technology changing very fast, Prabhat Khabar decided to set up a management team and undertake a survey amongst readers in Patna to gauge their preferences with the changing times. The survey, which was carried out two months back, revealed what the readers wanted to read in the paper and Prabhat Khabar’s current content revamp is based on the survey findings.
As part of the content revamp, Prabhat Khabar is also focussing more on its feature pages. Its supplement ‘Avsar’ has now been merged with the main edition of the paper instead of being published as a separate pull-out.
Moreover, there are also plans to increase the feature pages, which would offer content aimed at young parents, young readers (called ‘Bal Prabhat’) and entrepreneurs (called ‘Fursat’).
Throughout the week, the paper will offer different content on a wide variety of topics such as politics, health, management, technology, relationship and so on.
In order to create awareness about this initiative, Prabhat Khabar is using billboards as well as publishing ads in papers in Patna.
All creatives have been done in-house. The paper is planning to extend this initiative to other cities as well.