The Indian Express Group has launched inUth.com, a website which it says will be a "video-first, multi-platform digital destination" targeting Indian millennials. There appears to be a significant amount of content aggregation on the site: stories, such as this, include embeds from YouTube and Instagram; in fact virtually every story we checked had images and videos embedded. In its initial announcement about the site, Indian Express says that their focus will be on "New content formats" as a key differentiator: "videos and video story-telling, gifs, memes, audio stories, Timeline formats, Instagram stories and Snapchat stories", and the "video strategy is going to be opinion led, along with reporting facts in an interesting way. Similarly, memes and gifs will also reflect tonality for respective topics." The company says that the stories are created and curated by a young team with average age being 24 years. Kunal Majumder, previously with Catch News and Tehelka, is the editor. Indian Express Digital's CEO Sandeep Amar says that the company is also taking a multi-platform strategy to the business: "it is not necessary that the content should be discovered on native site. It could be on Facebook, Twitter, Instagram, Snapchat or Youtube - where Indian millennials are spending long hours". Our Take Youth focused sites are getting a bit of attention right now, but are taking different approaches: among the first in the fray, that I remember from almost 8-10 years ago, was The Viewspaper, but really, most of the attention of late has been focused…
Please subscribe to MediaNama. Don't share prints and PDFs.
You May Also Like
News
Google has released a Google Travel Trends Report which states that branded budget hotel search queries grew 179% year over year (YOY) in India, in...
Advert
135 job openings in over 60 companies are listed at our free Digital and Mobile Job Board: If you’re looking for a job, or...
News
By Aroon Deep and Aditya Chunduru You’re reading it here first: Twitter has complied with government requests to censor 52 tweets that mostly criticised...
News
Rajesh Kumar* doesn’t have many enemies in life. But, Uber, for which he drives a cab everyday, is starting to look like one, he...