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HT Media to launch paid news subscription soon: Digital CEO

"Anybody who tells you in the news media industry that they won’t be taking the subscription route is either lying or soon going to bankrupt." Rajiv Bansal, the head of the Hindustan Times's Digital Streams, told exchange4media that the media company will soon launch a paid news subscription product. He indicated that Mint, the financial daily, may be one of the few brands that they will experiment with this year. Bansal didn't elaborate on precisely what kind of subscription product HT might end up launching. He added that subscription would take off in 2019 in more of HT's brands, like HindustanTimes.com (the newspaper's digital presence), its regional-language counterparts, and DesiMartini: "We are planning to do our initial trials this year with a couple of our brands, sort of dip our toes in the water, and then go bigger next year." Subscription models in Indian news The Ken is probably the only company in India which is exclusively subscription-based — save for one free article a week, the business/tech website has a paywall for all of its content. The Economic Times recently launched ET Prime, a similar paywalled site that is separate from ET's print operation, edited by veteran journalist Shishir Prasad. The Business Standard's web edition has a watered down version of the models followed by The Ken and ET Prime — some articles are free to read, and some are paywalled. As an added perk, BS includes a digital subscription to the Wall Street Journal — which otherwise costs…

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