wordpress blog stats
Connect with us

Hi, what are you looking for?

Ping Digital launches Boom News channel on YouTube; Viability?

Boom News
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 content and largely focus on uploading large volume of content as opposed to driving high volume of traffic to a single video. From what we’ve heard, television players like NDTV and TV9 have been performing well on YouTube platform.

Advertisement. Scroll to continue reading.

The challenge with web-only content and for Ping Digital right now will largely be monetization of this content, due to low returns and high investments on the web, which is why republishing news content makes sense, due to low cost of repurposing. This becomes more abysmal if you consider mobile phones, which is why most news channels are probably looking at mostly republishing news content.

Ping Digital was started by media-person and former TV anchor Govindraj Ethiraj, and backed by Ankur Daga, CEO of Angara.com, a New York based precious stones e-commerce venture, and Ashwin Dhamera, former CEO of Travelguru. Ping Digital claims to have 104 channels across multiple genres including education, news & politics, food, lifestyle & fashion, tech & gaming and entertainment. It has 60+ content creators, 8500+ videos, 77.4 million views and 200,000 fans across different platforms.

(With Inputs from Vikas SN)

Written By

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



Due to the scale of regulatory and technical challenges, transparency reporting under the IT Rules has gotten off to a rocky start.


Here are possible reasons why Indians are not generating significant IAP revenues despite our download share crossing 30%.


This article addresses the legal and practical ambiguities in understanding the complex crypto ecosystem in India.


It is widely argued that the PDP Bill report seeks to discard the intermediary status of social media platforms but that may not be...


Looking at the definition of health data, it is difficult to verify whether health IDs are covered by the Bill.

You May Also Like


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...


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...


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...


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...

MediaNama is the premier source of information and analysis on Technology Policy in India. More about MediaNama, and contact information, here.

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ

Subscribe to our daily newsletter
Your email address:*
Please enter all required fields Click to hide
Correct invalid entries Click to hide

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ