Daily Hunt to provide election coverage on Digital: Malika Kutub, Daily Hunt
At the DAN-e4m conference, Kutub, Director Sales, spoke about how the coverage would be transformed on the Daily Hunt app
The third edition of the Dentsu Aegis Network-exchange4media Digital Advertising Conference unveiled the Digital Report at the Four Seasons Hotel in Mumbai on Wednesday.
At one of the speaker sessions held during the event, Malika Kutub, Director Sales, Daily Hunt, spoke about the company’s strategy for the upcoming elections and how the content aggregator app will transform the whole election coverage on Digital, for the first time in India.
“We have always seen News Broadcasters doing special packaging and content before the elections, but this time audience will witness a seamless and personalized content on their smartphones,” Kutub said.
In her opening remarks, Kutub said, “The faith of this general election will not be decided by those residing in the Metros. It is people coming from tier 2, 3 and 4 cities and rural India who will decide which party will come to power in 2019.”
“At Daily Hunt our attempt is to ensure that the masses residing in across the length and breadth of the country make an informed decision. We will be reaching out to 50 per cent of the first-time voter base in India. Also, there is around 30 per cent second-time voter base in the country. So we are ensuring that this large user base knows about the parties, sources, agenda and so forth,” she explained.
She stressed on two points: The kind of content to be provided to the users, and how it will be served.
Malika further added, “Live interactivity, Online & Offline sharing, original content across formats and AI-powered personalization are the five basic principles through which we will design the content. We will have a network of stringers across the 516 constituencies. The content will be live-streaming, immersive in nature and completely personalized. Consumers want 24x7 live video coverage of specific parties, leaders and constituencies, so they expect the platform to understand them and recommend relevant content.”
“The youth are no longer satisfied with one-way speeches. We make sure to make it interactive in nature, where we have discussion forums as well. The entire experience is going to be non-linear. Users don’t want one-way communication. We made sure that we allow the users to choose the topic that they want to follow,” she added.
Speaking about content transformation, she asserted, “Being an aggregator of content, we work with around 1,500 different partners. We have built an entire network, so users will have the option to pick and choose the source or party they want to follow. They consume information as far as elections news is concerned. We have ensured that all content, video channels and stringer network will be in 14 different languages.”
“A great combination of technology, product and content has come together and we’re extremely excited to cover the elections on Daily Hunt, ensuring that it is done in a personalized manner, which has never been done in India before,” she concluded.
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