World Young Reader Round Table 2011, Alok Sanwal

932 views

Published on

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
932
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
22
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

World Young Reader Round Table 2011, Alok Sanwal

  1. 1. WORLD YOUNG READER ROUND TABLE Title: “Total Youth Think” Speaker: Alok Sanwal Mark your calendar64th WORLD NEWSpApER CONGRESS19th WORLD EDITORS FORUM Vienna, Reed Messe Wien www.wan-ifra.org/kiev2012
  2. 2. “Total Youth Think” A case study of inext By Mr. Alok Sanwal Project Head and Editor – i next (a unit of Jagran Prakashan Ltd.)
  3. 3. AGENDA• TYT• Facts about the youth• i next’s take on TYT• Shaping an idenitity with TYT – Product – Activations – Advertisers• New Product development
  4. 4. Why i next• Dainik Jagran, the world’s largest read daily• Generalized content: Serving everybody’s needs• Need gap for youthful readers• Birth of i next
  5. 5. Dehradun Meerut Bareilly Lucknow Gorakhpur Agra PatnaKanpur Varanasi Allahabad Ranchi Jamshedpur We cover 9 out of all 26 tier 2 cities of India
  6. 6. What is i next URBANE PRODUCT COMPACT IN SIZE FUN Bilingual City centric THE FormalSerious Lifestyle Living in metros Living in mini metrosTARGET Political ASPIRINGYoung at heart THE All Adults (Above 18) Non conformist POSITIONING Rebellion Non conformistJOIE DE THE For everybody Updated and Urbane aspire in life VIVRE
  7. 7. What is i next URBANE PRODUCT COMPACT IN SIZE FUN Bilingual City centric THE FormalSerious Lifestyle Living in metros Living in mini metrosTARGET Political ASPIRINGYoung at heart THE All Adults (Above 18) Non conformist POSITIONING Rebellion Non conformistJOIE DE THE For everybody Updated and Urbane aspire in life VIVRE
  8. 8. What is i next URBANE PRODUCT COMPACT IN SIZE FUN Bilingual City centric THE FormalSerious Lifestyle Living in metros Living in mini metrosTARGET Political ASPIRINGYoung at heart THE All Adults (Above 18) Non conformist POSITIONING Rebellion Non conformistJOIE DE THE For everybody Updated and Urbane aspire in life VIVRE
  9. 9. What is i next URBANE PRODUCT COMPACT IN SIZE FUN Bilingual City centric THE FormalSerious Lifestyle Living in metros Living in mini metrosTARGET Political ASPIRINGYoung at heart THE All Adults (Above 18) Non conformist POSITIONING Rebellion Non conformistJOIE DE THE For everybody Updated and Urbane aspire in life VIVRE
  10. 10. TotalYouth
  11. 11. • Four characteristics of young readers across globe – – Evasive – Cool – Non-conformist – Unpredictable
  12. 12. SOME FACTS• They don’t notice the ‘technology’ around them• They have more tools to help them through adolescence• Kids are the new opinion leaders of technology in the family• Media has become social currency - if it isn’t worth sharing on, is it worth anything at all?• Parents are pro-technology for safety and success reasons – but are being circumvented• Kids can access everything (music, friends, info, entertainment) SOURCE: MTV Circuits of Cool (8 Country Qualitative)
  13. 13. i next’s take on TYT:
  14. 14. Energetic youngInformation • Fun Fun LovingHungry • Non-conformism • Freedom • Energy Responsible Interactive
  15. 15. TYT AND SHAPING THE IDENITITY• I next follows the youth-o-sphere to shape its brand identity and content strategy• Shaping the everyday product keeping the youth in the center of all things• i next talks to them as a friend not a preacher
  16. 16. TYT AND PRODUCT
  17. 17. Language Content PrioritizationFormat • Fun Sections • Non-conformism • Freedom • Energy Visual Opulence Interaction Sharing Reacting
  18. 18. Language• Bilingual• Non conformist
  19. 19. Format• Compact size• Easy read with bullets• Can be browsed as well as devoured
  20. 20. Visual Opulence
  21. 21. Interactive
  22. 22. Sections and Content Prioritization• Feature• Sports• City• Business• Career• International
  23. 23. TYT AND
  24. 24. Society Sports Social responsibility Civic SenseEntertainment • Fun Education & Career • Non-conformism • Freedom • Energy Interaction Sharing Health Reacting
  25. 25. TYT AND ADVERTISERS• Almost every advertiser is equally troubled about targeting the youth to market their brands• This makes both of us sail in the same boat• Media has the new challenge of making the ends meet where client needs the context and audience look for relevance.• TYT has never been more important in history of business of media
  26. 26. CASE IN POINT –BRITANNIA TIGER HEALTHDescription Of the Project - Based On clients brief of engaging the kids, Health meter is an initiative to educate children and youngsters about the importance of monitoring and managing their health and hygiene. The children of today will be the future of the world, a healthy today can only ensure a better tomorrow.Target Of the Project -Primary TG – • School going kids • Demographic – 3 to 10 yearsSecondary TG – • Parents who are young • Demographic – 25 to 35 years
  27. 27. YOUTH-O-
  28. 28. CASE IN POINT - INEXLIVE
  29. 29. I ADDA Lifestyle Page Local Videos
  30. 30. Summary• TYT has worked for us like a Mantra• TYT has got us – To talk right thing – To the right people – In the right way – And a lot of business• TYT is more important when we need a format shift – Print to Web etc.
  31. 31. THANK YOU

×