It appears that digital content network, Ping Digital has launched Boom News TV on YouTube during the course of the 2014 Lok Sabha elections. At the time of writing this article, the channel primarily features discussions on various topics like the elections, IPL and other general interest topics. This is probably because on-ground reporting has higher costs, which might make it unsustainable for Ping Digital. Besides studio-based discussions like 'Young & digital", BOOM News is also featuring discussions conducted over Google Hangouts. In the two months since its launch, it seems to have garnered 775 subscribers and around 220,000 views for 273 videos. It appears that the network also works with brands for brand integration as a means of revenue apart from using advertising as a means of monetization on YouTube. The network seems to syndicate its content to platforms like Tata Sky, among others. Focus on discussions & viability of news content on YouTube What's worth noting here is Boom News' focus on discussions. This is probably because discussions and analysis tends to have a slightly longer shelf life than pure news reporting which is more of a commodity and typically has an extreme low shelf life. From what we've heard from YouTube content partners in India, news is a high cost – low returns category, with the shelf life of news content being relatively low when compared to other categories like entertainment or fashion & lifestyle. Due to this, channels do not make additional investments on creating exclusive web-only…
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