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Digital Today Launches Headlines Today Website; Content Strategy?

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Better late than never, India Today Group Online (also known as Digital Today) has finally made live the website for TV Todays channel Headlines Today. The site is in beta, and is apparently still a work in progress – it still isn’t linked to from any of the other Digital Today websites. When we had checked last month, there was just a page informing visitors that the website will be launched soon. 

A Content Issue

What do you do when you have multiple offline sources of content, and you wish to take them to the Internet? Digital Today has publications like India TodayBusiness TodayMoney TodayPreventionMen’s HealthWomanCosmopolitan as well as TV Channels like Aaj Tak and Headlines Today. So should they retain their individual identity, should they share content and/or users, or should they be aggregated into a single horizontal. Strangely, Digital Today appears to be doing all three of these things:

In case of Headlines Today, they’ve hosted content like News, Cinema, Sports, Videos, and Photos and Viewpoint with India Today, just linked to these sections from the Headlines Today website. From a visitors perspective, if he’s visiting Headlines Today, he doesn’t necessarily want to be sent to the magazine website. Also, is it possible for Digital Today so sell advertising for individual websites, given that the traffic is split across multiple sites, there’s duplication of content and they may not retaining visitors within a single publication?

Earlier, we’d mentioned an issue that Digital Today’s horizontal  ITGO just aggregates content from their various publications. 

Related:

— Digital Today Launches Aajtak Website In Beta
– Digital Today Launches Two Properties: ITGO And Woman; Aaj Tak, Next Month
– Kalli Purie To Head India Today Digital

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