DNA launches augmented reality application

The app, dna it, has been conceptualised by Prisma Global and enhances readers experience by making the newspaper more interactive by using multimedia features

e4m by exchange4media Staff
Updated: Jun 28, 2013 9:46 AM
DNA launches augmented reality application

English daily DNA has launched an augmented reality application (dna it) to further enhance reader experience. Most of the important stories are supported by multimedia features, including video playback, audio transcripts, image galleries, related web articles, and so on.

Commenting on the initiative, Ravi Joshi, Editor, DNA said, “In today’s age, when the young urbanite prefers to Google it, tweet it and even WhatsApp it, we give our readers an opportunity to ‘dna it’. The ethos of the newspaper is to ensure that the connect between DNA and the readers is no longer a one-way street. Interactivity is the only way forward.”

The entire application and the technological backbone has been built by Prisma Global.

Amitabh Roy Chowdhury, Executive Director & COO, Prisma Global said, “This unique technology provides an excellent opportunity to amalgamate the print media with the mobile digital world, thereby providing relevant, timely, handy and augmented information to the increasingly discerning readers. For today’s increasingly ‘info hungry’, ‘Google-addicted’ generation, this app whets their appetite for augmenting the ‘real news’ with the ‘add-ons’ in the palm of their hands.” 

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