MSN India has launched a subsite in Hindi called Yuva targeting youngsters from tier 2 and tier 3 towns who are increasingly joining the online userbase. The subsite, powered by MSN’s content partner Webdunia, is not spanking new since we remember seeing it much before the Jivisha launch. It was in testing stage and has been launched only today, Sanjay Trehan, Head- MSN India told Medianama.
This is the latest launch by the partners: they previously launched MSN in five languages: MSN Hindi, MSN Tamil, MSN Telugu, MSN Kannada and MSN Malayalam. So why is Yuva only in Hindi? Trehan says, “We will watch the game for the next 3-6 months and then launch the next one, which will be in Tamil.”
MSN Yuva is a cut down and slightly modded version of MSN.co.in. Only the most popular categories appear to have made it: sports, entertainment, lifestyle, news, romance, astrology and shopping. Matrimony was also a popular category on MSN.co.in but, since the target market is youth here, does not make it to Yuva. Travel and technology are also missing but a new one – Career – is included. There is also social networking being offered with Dosti.
Taking Hinglish Too Far?
If the intention was to create a website that will be easier to understand for those who are not fluent with English, then more effort needed to have been put into MSN Yuva. Strangely enough, though, the Jokes section, rather than being called “Chutkule” remains Jokes but in Hindi font. News & Business has turned into a Punjabi style rhyme “News-Views”; there was an attempt at creativity – Entertainment category is “Fun Tadka”; but “Hot Hollywood”, “Do’s and Dont’s” and “Young Guns” ? Or was it the double-whammy of “Movie Preview” and “Movie Review” (written in Hindi) that nettled us?
We understand that the Indian youth online are comfortable with Hinglish, but shouldnt there be a limit? It is useful when one understands both languages equally well, but maybe there could have been a more sincere effort at offering completely regional content that many more would understand without difficulty.
MSN India has a total of 60 content providers as partners – of this, currently only 5-10% are regional content providers, Trehan said. Right now, MSN has outsourced this to Webdunia alone but is speaking to other providers to increase the amount of regional content online.