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World Young Reader Round Table 2011, Alok Sanwal
- 1. WORLD YOUNG READER ROUND TABLE Title: “Total Youth Think” Speaker: Alok Sanwal Mark your calendar 64th WORLD NEWSpApER CONGRESS 19th WORLD EDITORS FORUM Vienna, Reed Messe Wien www.wan-ifra.org/kiev2012
- 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. AGENDA • TYT • Facts about the youth • i next’s take on TYT • Shaping an idenitity with TYT – Product – Activations – Advertisers • New Product development
- 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. Dehradun Meerut Bareilly Lucknow Gorakhpur Agra Patna Kanpur Varanasi Allahabad Ranchi Jamshedpur We cover 9 out of all 26 tier 2 cities of India
- 6. What is i next URBANE PRODUCT COMPACT IN SIZE FUN Bilingual City centric THE FormalSerious Lifestyle Living in metros Living in mini metros TARGET 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. What is i next URBANE PRODUCT COMPACT IN SIZE FUN Bilingual City centric THE FormalSerious Lifestyle Living in metros Living in mini metros TARGET 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. What is i next URBANE PRODUCT COMPACT IN SIZE FUN Bilingual City centric THE FormalSerious Lifestyle Living in metros Living in mini metros TARGET 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. What is i next URBANE PRODUCT COMPACT IN SIZE FUN Bilingual City centric THE FormalSerious Lifestyle Living in metros Living in mini metros TARGET 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. Total Youth
- 11. • Four characteristics of young readers across globe – – Evasive – Cool – Non-conformist – Unpredictable
- 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. i next’s take on TYT:
- 14. Energetic young Information • Fun Fun Loving Hungry • Non-conformism • Freedom • Energy Responsible Interactive
- 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. TYT AND PRODUCT
- 17. Language Content Prioritization Format • Fun Sections • Non-conformism • Freedom • Energy Visual Opulence Interaction Sharing Reacting
- 18. Language • Bilingual • Non conformist
- 19. Format • Compact size • Easy read with bullets • Can be browsed as well as devoured
- 20. Visual Opulence
- 21. Interactive
- 22. Sections and Content Prioritization • Feature • Sports • City • Business • Career • International
- 23. TYT AND
- 24. Society Sports Social responsibility Civic Sense Entertainment • Fun Education & Career • Non-conformism • Freedom • Energy Interaction Sharing Health Reacting
- 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. CASE IN POINT – BRITANNIA TIGER HEALTH Description 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 years Secondary TG – • Parents who are young • Demographic – 25 to 35 years
- 28. YOUTH-O-
- 29. CASE IN POINT - INEXLIVE
- 30. I ADDA Lifestyle Page Local Videos
- 31. 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.
- 32. THANK YOU