INSTITUTE OF PRODUCTIVITY AND MANAGEMENTINSTITUTE OF PRODUCTIVITY AND MANAGEMENT

A PRESENTATION ONA PRESENTATION ON

LAUNCHING OF HINDI HINDUSTANLAUNCHING OF HINDI HINDUSTAN&&

YOUTH CONNECTIVITY IN VERNACULAR DAILIES YOUTH CONNECTIVITY IN VERNACULAR DAILIES THROUGH BRANDING ACTIVITIESTHROUGH BRANDING ACTIVITIES

presented bypresented by

RANJAN SINGHRANJAN SINGH

2007 - 20092007 - 2009

Ackn….Ackn….

Company ProfileCompany Profile

HT Media Ltd, founded in 1924 under the HT Media Ltd, founded in 1924 under the flagship of Hindustan Times.flagship of Hindustan Times.

Combined Daily circulation:2.25 million Combined Daily circulation:2.25 million copies. (HT&HH)copies. (HT&HH)

Combined Readership base:14.49 million Combined Readership base:14.49 million readers.( HT&HH)readers.( HT&HH)

Installed capacity:17 printing facilities with an Installed capacity:17 printing facilities with an installed capacity of 1.5 million copies per installed capacity of 1.5 million copies per hour. hour.

Contd….Contd….

The Delhi-based English The Delhi-based English newspaper, Hindustan newspaper, Hindustan Times, is part of the KK Times, is part of the KK Birla group and managed Birla group and managed by Shobhana Bhartia, by Shobhana Bhartia, granddaughter of GD granddaughter of GD Birla. It is owned by HT Birla. It is owned by HT Media Ltd. The KK Birla Media Ltd. The KK Birla group at present owns 69 group at present owns 69 per cent stake in HT per cent stake in HT Media, currently valued at Media, currently valued at Rs 834 crore.Rs 834 crore.

Various Brands Working under Various Brands Working under HT Media ltd.HT Media ltd.

Hindustan timesHindustan times HindustanHindustan HT NEXTHT NEXT KadambiniKadambini NandanNandan Mint: A Business Daily From HTMint: A Business Daily From HT

Major Drivers to launchingMajor Drivers to launching

Hindi is the medium of instruction for more Hindi is the medium of instruction for more than 50 per cent of the Indian population. than 50 per cent of the Indian population.

There has been a steady increase in literacy There has been a steady increase in literacy levels which has boosted the demand of print levels which has boosted the demand of print media. media.

To expand the geographical reach of ht media To expand the geographical reach of ht media ltd.ltd.

Launching of Hindi Launching of Hindi HindustanHindustan

Pre Launch ActivitiesPre Launch Activities Data base managementData base management

Collection of dataCollection of data Filtering of dataFiltering of data Punching of dataPunching of data

Vendors MelaVendors Mela Hiring of event Hiring of event

management company.management company. Series of cultural events.Series of cultural events. Customer relationship Customer relationship

enhancement.enhancement. Vendor company barter Vendor company barter

terms.terms.

Post Launch ActivitiesPost Launch Activities Tele callingTele calling Rectification of errorsRectification of errors

NameName AddressAddress Phone no. Phone no. The name of respective The name of respective

vendor. vendor.

Free sampling of HH Free sampling of HH for two months in for two months in tricity tricity ie: Chandigarh, ie: Chandigarh, Panchkula & MohaliPanchkula & Mohali

USP of Hindi-Hindustan in TriCity USP of Hindi-Hindustan in TriCity (Chandigarh, Mohali, Panchkula):(Chandigarh, Mohali, Panchkula):

A perfect balanced newspaper containing all national, A perfect balanced newspaper containing all national, international as well as local news content .international as well as local news content .

Special two page coverage to latest happening and Special two page coverage to latest happening and innovation in the field of science and technology on a innovation in the field of science and technology on a daily basis.daily basis.

Special supplements like Chandigarh Yatra uncovering Special supplements like Chandigarh Yatra uncovering great history of the city beautiful. great history of the city beautiful.

Perfect colour combination to give a catchy and more Perfect colour combination to give a catchy and more appealing look to the newspaperappealing look to the newspaper..

The Hindustan Times Newspaper in Education Programme

Youth Connectivity in Vernacular DailyYouth Connectivity in Vernacular Daily

Who is InvolvedWho is Involved Newspapers Corporate Students NGOs Teachers Govt. and UN agencies Principals Individual consultants from all walks of life,

incl. arts, crafts, theatre, environment, sports etc.

Key ObjectivesKey Objectives

To provide a platform for schools to interact with To provide a platform for schools to interact with each other and with the communities they each other and with the communities they function in.function in.

To maintain standards of world-class excellence To maintain standards of world-class excellence in NIE.in NIE.

To sensitize students to global issues of peace, To sensitize students to global issues of peace, tolerance, gender bias, literacy and tolerance, gender bias, literacy and environmental concerns thus helping build environmental concerns thus helping build responsible and insightful future citizens.responsible and insightful future citizens.

To make the bond To make the bond stronger…stronger…

Scrapbook contestScrapbook contest Movie fiestaMovie fiesta Summer campSummer camp Quiz contestQuiz contest Essay writingEssay writing KaleidoscopeKaleidoscope Cultural meetCultural meet

Youth Centric Branding of Youth Centric Branding of HHHH

Colonial activities under the name of “HT Colonial activities under the name of “HT INTERACT” in different societies .INTERACT” in different societies .

Special jingle “Special jingle “Ab Hindustan Ki Baari Hai”Ab Hindustan Ki Baari Hai” was composed and was coming across the was composed and was coming across the top Hindi entertainment, movie and news top Hindi entertainment, movie and news channels. channels.

Sponsored many quiz based program on Sponsored many quiz based program on local FM channels like Big FM, and My FM.local FM channels like Big FM, and My FM.

Education fair was organized for students Education fair was organized for students under the brand name of HH.under the brand name of HH.

FindingsFindings

The youth of the country want less of politics The youth of the country want less of politics and stock reports and more of 'their' kind of and stock reports and more of 'their' kind of news.news.

Sohini city was unable to maintain its standard, Sohini city was unable to maintain its standard, as there is always a repetition of news in the as there is always a repetition of news in the same edition.same edition.

Content wise HH was unable to differentiate Content wise HH was unable to differentiate itself from HT.itself from HT.

Contd…Contd… Events like HT Interact and Education Fair were Events like HT Interact and Education Fair were

unable to attract a healthy crowd because of lack of unable to attract a healthy crowd because of lack of investigation about the venue and timing of the investigation about the venue and timing of the event.event.

People having a great respect for the brand name of People having a great respect for the brand name of HT media ltd.HT media ltd.

Their was also some loopholes in the circulation Their was also some loopholes in the circulation process of newspapers, which was creating problem process of newspapers, which was creating problem in delivering paper to right address on a regular in delivering paper to right address on a regular basis.basis.

RECOMMENDATIONRECOMMENDATION

Columns like admission alerts, campus corner, Columns like admission alerts, campus corner, campus lifestyles must be added.campus lifestyles must be added.

Information regarding various entrance Information regarding various entrance examinations must be added and it must be examinations must be added and it must be supported with required material.supported with required material.

Branding of HH can be done more effectively.Branding of HH can be done more effectively.

Selected articles from “Metro Now” must be added Selected articles from “Metro Now” must be added in HT.in HT.

Contd…Contd…

Content wise the quality of “Sohini City” Content wise the quality of “Sohini City” must be improved, repetition of news must must be improved, repetition of news must be avoided.be avoided.

Columns on women empowerment must be Columns on women empowerment must be added for better connectivity with society.added for better connectivity with society.

Circulation of newspaper should be taken Circulation of newspaper should be taken care of properly. care of properly.

Thank you!Thank you!