Hindi Website Shines Across S. Asia, Wins WAN-IFRA Award
The resurgence ofnon-English media in the digital space is finally happening. And importantly, Hindi, which has been treated as second fiddle to English by the industry despite its significantly higher reach, is finally being treated with the importance it deserves on the international stage.
- (1888PressRelease) September 23, 2016 - Amar Ujala, a cultural icon and one of India's largest Hindi media groups, has made its mark on the international stage, with its flagship website amarujala.com winning the WAN-IFRA award for one of the top 3 news websites in South Asia.
Competing against the biggest media house across South Asia, amarujala.com's victory signals two important trends: firstly, the fact that the industry is paying attention to the leading voices in Hindi on digital, and secondly, the fact that Amar Ujala's focus on global standards of product and design is paying off, and may signal a completely different approach to the Hindi audiences.
"Amar Ujala's vision for digital media is built into its brand vision of creating a world-class experience for the Hindi user, wherever she is in the world. We are therefore creating rich and hyper-engaged media vehicles, which intend to bring the world to the local audience and carry the local audience to the Hindi Diaspora, both within and outside India. Our vision is firmly integrated and interactive, and it allows brands to partner with us cross-media. Digital plays an important part in this as far as amplification, engagement and rich media is concerned. We are expanding our media platform making it video-rich and allowing the user's voice a part of the experience of the platform," said ProbalGhosal, Wholetime Director Amar Ujala, commenting on Amar Ujala's digital vision.
Amar Ujala relaunched its website early this year, with a fully responsive website, clean design, new interactive features and non-intrusive advertising approach. This went against the approach taken by most existing Hindi news websites, which were focusing more on quantity of page views, and monetization through distracting and intrusive advertising. Clearly, the innovation and strategic change of approach is working for Amar Ujala.
"The Hindi audiences in particular & vernacular audience in general are not credited with taste, intelligence & sophistication by most media houses. It is too soon assumed that shabbiness, instant thrill & dumbed-down products will do for them. As a cultural icon, Amar Ujala sets the standards for Hindi & so we've brought the best practices of global design & packaging with a focus on re-positioning Hindi & its audiences as the aspiration they aspire for,"said Arvind Joshi, Creative and Product Head, Amar Ujala Digital Business.
The award by WAN-IFRA was given taking into account website design, product, innovation and audience fitment. With the digital monetization of news space trying to go beyond Display and Network advertising, these innovations will lead the way for business strategy as well.
Himanshu Gautam, Business Head Amar Ujala Digital, explained the importance of the new website in the context of Amar Ujala's business objectives,"What you see as our new website is merely the first phase of a carefully thought out roll-out plan aiming at creating new kinds of rich user experiences, which in turn create high-value monetisation opportunities. We do not want to fall into the trap of commodifying our users by linking our business with just page views. Moving beyond display and network, we have already built into our digital offering deeper brand engagement opportunities. But there will be more, stay tuned."
See More Detail @ www.amarujala.com
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