The Indian Express Group has launched, a website which it says will be a “video-first, multi-platform digital destination” targeting Indian millennials. There appears to be a significant amount of content aggregation on the site: stories, such as this, include embeds from YouTube and Instagram; in fact virtually every story we checked had images and videos embedded. In its initial announcement about the site, Indian Express says that their focus will be on “New content formats” as a key differentiator: “videos and video story-telling, gifs, memes, audio stories, Timeline formats, Instagram stories and Snapchat stories”, and the “video strategy is going to be opinion led, along with reporting facts in an interesting way. Similarly, memes and gifs will also reflect tonality for respective topics.”

The company says that the stories are created and curated by a young team with average age being 24 years. Kunal Majumder, previously with Catch News and Tehelka, is the editor.

Indian Express Digital’s CEO Sandeep Amar says that the company is also taking a multi-platform strategy to the business: “it is not necessary that the content should be discovered on native site. It could be on Facebook, Twitter, Instagram, Snapchat or Youtube – where Indian millennials are spending long hours”.

Our Take

Youth focused sites are getting a bit of attention right now, but are taking different approaches: among the first in the fray, that I remember from almost 8-10 years ago, was The Viewspaper, but really, most of the attention of late has been focused on YouthKiAwaaz, which raised Rs 4 crore from Raghav Bahl’s Quintillion Media around a year ago. At that time, YouthKiAwaaz was largely crowdsourcing content, but the focus of both these publications was squarely on opinion based serious content, from that demographic.

The opportunity for these publications lies in attracting brands which want to target India’s burgeoning young population: it is a market segment that not many traditional publications are focusing on, and there should be synergy for brands like handset manufacturers (Oppo is an advertiser InUth at the time of filing this story), soft drink brands, among others. This is a very large vertical to focus on, and between these three (and possibly others) will be their ability to sell advertising to brands. In that context, the Indian Express group is possibly better positioned, with existing relationships with advertisers and agencies. I’m not even sure if the quality of content matters here, to be honest: it’s likely that only numbers and positioning do.