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Is There A Case For Rajshri.com To Launch Bengali, Tamil, Telugu & Marathi Sites?

Is there really a case for Rajshri.com to launch separate sites for Bengali, Tamil, Telugu & Marathi? When I first read about plans to launch of Tamil vertical, I wasn't very skeptical. Tamil cinema is well known for its massive fan base, eclipsing Bollywood when it comes to passion. This would be an attempt to reach out to the "long tail" of Tamil Cinema viewers. But Rajshri.com has now launched four verticals - for Bengali, Tamil, Telugu and Marathi. Corresponding channels at YouTube have also been launched. What's more, Rajshri Media MD Rajjat Barjatya told MediaNama that they have plans for launching 8 more language properties - four each in the next two months."It's like having multiple channels," Barjatya said. But does the viewership justify having multiple channels? Is it a good idea to split pageviews across segmented portals? Barjatya explained the move to MediaNama: Users Prefer Separate Portals: "What we realized was that we are getting truckloads of content, in multiple languages, and it's cluttering rajshri.com. We found pecuiliar behavior - users going to a Tamil channel would just go straight there. There wasn't much movement between separate channels. From an SEO (Search Engine Optimization) perspective it's better to have separate portals for separate languages." Marketing & Tie-ups: "From a marketing and branding perspective. I can now promote local Tamil movies at RajshriTamil.com. The entire site is in Tamil. I want them to get the feeling that this is a local Tamil website. For tie-ups with local films and TV channels…

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Written By

Founder @ MediaNama. TED Fellow. Asia21 Fellow @ Asia Society. Co-founder SaveTheInternet.in and Internet Freedom Foundation. Advisory board @ CyberBRICS

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.

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