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Dainik Bhaskar Group launched 3 new Hindi verticals in Q4-FY14

Bollywoodbhaskar

DB Corp Limited (Dainik Bhaskar Group) had launched three new digital properties – an entertainment portal Bollywoodbhaskar.com, a business news site catering to small and medium sized businesses Businessbhaskar.com and a Uttar Pradesh-focused Hindi news site Dainikbhaskar.com/UP in the previous quarter. This was disclosed by the company in its earnings results for the quarter ended March 31, 2014.

What’s worth noting here is that all the three properties are Hindi language properties. Bollywoodbhaskar is a Bollywood-centric news site featuring movie gossip, reviews and party photos among others. However, it also features news and gossip from the Hindi television industry and Hollywood.

Businessbhaskar is a Hindi business news site featuring the latest stock market news and commodity news along with news from various sectors like Automobile, Gadgets, Property and Personal Finance among others. It also offers the latest quotes from Sensex & Nifty along with a market tracker for users to view the latest quotes of their preferred stocks.

And lastly Dainikbhaskar.com/UP, as the URL suggests, is essentially a Uttar Pradesh edition of its daily Hindi news site Dainikbhaskar.com, offering news from the region, which the company notes is a key market for them. What’s worth noting here is the edition also offer city-wise and district-wise news through dedicated sections on the site. At the time of writing this article, it offers news from cities like Lucknow, Kanpur, Meerut, Agra, Gorakhpur, Varanasi, Allahabad and Gonda.

Yahoo also offers district wise news on its co-branded Hindi property Hindi.yahoo.com, for which it has partnered with Dainik Bhaskar’s competitor Dainik Jagran. Earlier in January, Network18 had also launched a state centric news site News18, which offers city-wise news for seven Hindi speaking states of Bihar, Jharkhand, Chhattisgarh, Madhya Pradesh, Rajasthan, Uttar Pradesh and Uttarakhand. However, it is a English language portal while Dainikbhaskar is a Hindi language portal.

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DB Corp currently has online properties across three Indian languages – Hindi (Dainikbhaskar), Gujarati (Divyabhaskar) and Marathi (Divyamarathi). It also has a English news portal called Dailybhaskar.com.

The company notes that while its digital media businesses source a significant portion of its content from DBCL’s print media operations, it has its own independent team for content development, technology, sales and marketing. It looks like the company is now taking a vertical approach with the launch of these three new sites, although we hope that the company has a better strategy than Network18.

Portal Metrics Break-up: Dainikbhaskar.com claims to have registered 5.9 million uniques, up from 4.2 million in the previous year while Divyabhaskar.com claims to have registered 2.1 million uniques, up from 1.4 million in the previous year. Citing comScore, the company also mentions that these two properties registered a total time spent of 128 million minutes per month and an average pageview count of 48 pages per visit.

DB Corp also mentioned that Dainikbhaskar’s WAP site registered 75% sequential growth for the quarter, although no specific numbers were disclosed except for the fact that it registered total pageviews of 12 million for the quarter, up from 7 million in the previous quarter. The company has also launched iOS and Android apps earlier this year.

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