HT Media Group launched four new digital news platforms – HT Marathi, HT Kannada, HT Tamil and HT Telugu.
This launch marks HT Media Group’s deeper foray into India’s heartland with a mobile-first and a product-focused approach. The digital news platforms will cater to the younger audiences of the new India who wish to consume content in their native language helping them feel more connected to their roots.
HT Media’s print, digital and audio properties, now in 7 languages reach over 240 Million people across India.
HT Marathi, HT Kannada, HT Telugu, and HT Tamil will focus on regional and local news, health, lifestyle, and entertainment stories along with national and international news. Powered by a massive network of top-notch journalists and content producers across the five regions, the local footprint of HT Media is stronger than ever before, and will continue its commitment to covering unbiased news and being the credible voice of the people.
It is interesting to note that the number of Indian-language Internet users has surpassed the English Internet users in India between 2011 and 2016 reaching 234 MN users, resulting in the outnumbering of the English Internet users in India, according to a KPMG. This number hit a new high with 536 million Indian language Internet users in 2021.
“At a time when millions of Indians are looking to consume content in their native language, Hindustan Times aims to be the go-to, mobile-first publication for young Indians to get credible news and an authentic regional content experience without having to use translation capabilities, thus retaining the essence of regional news stories. For us, this journey started with the launch of HT Bangla, and within the last two months, we have launched four Indian language platforms, strengthening our regional presence even further in India”, Puneet Jain, Chief Executive Officer – Digital, HT Media.
“According to the Google Search 2020 India Report, there’s an 80% increase in local news searches on Google year-on-year. There’s a massive wave towards regional content across platforms, and as content creators, we understand the need of the audience to consume content in their mother tongue—both from the comfort and the sentiment perspectives—and this launch is a testimony to that”, Prasad Sanyal, Chief Content Officer, HT Digital.
When it comes to news, information and entertainment, Hindustan Times has been a name to reckon with in India since its inception in 1924. With multiple new digital platforms across news, radio, podcast, lifestyle & entertainment, and OTT, HT Media has been a leading media house to pioneer a digital-first approach in the ever-changing content landscape of India. With HT Marathi, HT Kannada, HT Telugu and HT Tamil, Hindustan Times will take a leap into the regional news content territory, maximizing its non-English, non-Hindi-speaking user base in India while presenting an opportunity for advertisers to connect with and target large audience cohorts specific to India’s regional markets.
This will also be an opportunity for local, regional and national brands to specifically target region-based audiences and deliver localized activation campaigns. Hindustan Times plans to leverage its new regional user base to market its existing and upcoming region-based IPs and drive deeper engagement.
“Going regional will add unique opportunities for advertisers and the new-age, hyperlocal brands to target specific region-based audience cohorts for local launches and activations, and to make a deeper brand connection by reaching out in the language their consumers speak. It would be exciting to see how localization will play a pivotal role in how brands communicate with linguistically diverse consumers”, Puneet Jain added.