Tyt 2012- WAN IFRA
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Transcript of Tyt 2012- WAN IFRA
TOTAL YOUTH THINK
Presentation By –
Sheetal AroraBDM, i next, Jagran Prakashan Ltd., India.
ASIA-PACIFIC YOUNG READER SUMMIT 2012
ASIA PACIFIC YOUNG READER SUMMIT 2012
Reach
Meerut
AgraLucknow
Kanpur
Gorakhpur
AllahabadVaranasi
Dehradun
Patna
RanchiJamshedpur
Bareilly
ASIA-PACIFIC YOUNG READER SUMMIT 2012
12 Cities
4 States
1 LanguageWe cover 9 out of all 26 tier II cities of India.
What is i nextT
HE
P
RO
DU
CT
FormalSeriousFUN Bilingual
COMPACT IN SIZE
LifestyleURBANE
City centric
TH
E
TA
RG
ET Living in metros
ASPIRINGAll Adults (Above 18)
Young at heart
PoliticalNon conformist
TH
E
PO
SIT
ION
ING
For everybody
Urbane
Rebellion Non conformistUpdated and
aspire in life
JOIE DE
VIVRE
Living in mini metros
ASIA-PACIFIC YOUNG READER SUMMIT 2012
What is i nextT
HE
P
RO
DU
CT
FormalSeriousFUN Bilingual
COMPACT IN SIZE
LifestyleURBANE
City centric
TH
E
TA
RG
ET Living in metros
ASPIRINGAll Adults (Above 18)
Young at heart
PoliticalNon conformist
TH
E
PO
SIT
ION
ING
For everybody
Urbane
Rebellion Non conformistUpdated and
aspire in life
JOIE DE
VIVRE
Living in mini metros
ASIA-PACIFIC YOUNG READER SUMMIT 2012
What is i nextT
HE
P
RO
DU
CT
FormalSeriousFUN Bilingual
COMPACT IN SIZE
LifestyleURBANE
City centric
TH
E
TA
RG
ET Living in metros
ASPIRINGAll Adults (Above 18)
Young at heart
PoliticalNon conformist
TH
E
PO
SIT
ION
ING
For everybody
Urbane
Rebellion Non conformistUpdated and
aspire in life
JOIE DE
VIVRE
Living in mini metros
ASIA-PACIFIC YOUNG READER SUMMIT 2012
What is i nextT
HE
P
RO
DU
CT
FormalSeriousFUN Bilingual
COMPACT IN SIZE
LifestyleURBANE
City centric
TH
E
TA
RG
ET Living in metros
ASPIRINGAll Adults (Above 18)
Young at heart
PoliticalNon conformist
TH
E
PO
SIT
ION
ING
For everybody
Urbane
Rebellion Non conformistUpdated and
aspire in life
JOIE DE
VIVRE
Living in mini metros
ASIA-PACIFIC YOUNG READER SUMMIT 2012
Focused & Targeted
68% youthful readership (16-39 yrs) 29% women readers
*All data from IRS 2011 Q4 (TR)
ASIA-PACIFIC YOUNG READER SUMMIT 2012
YOUTHFUL NEWSPAPER - PURPOSE OF
BEING• We are what our readers are.• We stand for their aspiration, dreams and
desire.• We lead them and also follow them.
• We devised a model for the alignment for the attitude and beliefs of our brand, we call it
TYT.
ASIA-PACIFIC YOUNG READER SUMMIT 2012
Total Youth Think!
ASIA-PACIFIC YOUNG READER SUMMIT 2012
TYT – EXTERNAL• Readers• Advertisers• World at large
ASIA-PACIFIC YOUNG READER SUMMIT 2012
ABOUT THE READERS !
ASIA-PACIFIC YOUNG READER SUMMIT 2012
SOME FACTS ABOUT READERS
• They don’t notice the ‘technology’ around them.• They have more tools to help them through
adolescence.• Kids are the new opinion leaders of technology in the
family.• Media has become social currency - if it isn’t worth
sharing on, is it worth anything at all?• Parents are pro-technology for safety and success
reasons – but are being circumvented• Kids can access everything (music, friends, info,
entertainment).
SOURCE: MTV Circuits of Cool (8 Country Qualitative)
ASIA-PACIFIC YOUNG READER SUMMIT 2012
Four characteristics of young readers across globe –
COMMONALITY
COOLNON
CONFIRMIST
UNPREDICTABLE EVASIVE
ASIA-PACIFIC YOUNG READER SUMMIT 2012
TYT and our readers:
Youth-o-Sphere
ASIA-PACIFIC YOUNG READER SUMMIT 2012
•Fun•Non-
conformism•Freedom•Energy
YoungYoung EnergeticEnergetic
InteractiveInteractive
Fun LovingFun LovingInformation Information HungryHungry
ResponsibleResponsible
ASIA-PACIFIC YOUNG READER SUMMIT 2012
TYT AND SHAPING THE IDENITITY
• i next follows the youth-o-sphere to shape its brand identity and content strategy.
• Shaping the everyday product keeping the youth in the center of all things.
• i next talks to them as a friend not a preacher.
ASIA-PACIFIC YOUNG READER SUMMIT 2012
TYT AND PRODUCT
•Fun•Non-conformism
•Freedom•Energy
LanguageLanguage Content Content PrioritizationPrioritization
Interacting, Interacting, Sharing, Sharing, ReactingReacting
SectionsSectionsFormatFormat
Visual OpulenceVisual Opulence
ASIA-PACIFIC YOUNG READER SUMMIT 2012
LANGUAGE
• We speak their language
• We are Bilingual
ASIA-PACIFIC YOUNG READER SUMMIT 2012
FORMAT
• Compact in size
• Easy read with bullets
• Can be browsed as well as devoured
ASIA-PACIFIC YOUNG READER SUMMIT 2012
VISUAL OPULENCEASIA-PACIFIC YOUNG READER SUMMIT 2012
INTERACTIVEASIA-PACIFIC YOUNG READER SUMMIT 2012
• CALLING PAGE – Which talk about views, ideas, polls, comments, recipes, etc.
SECTIONS AND CONTENT PRIORITIZATION
• Feature• Sports• City• Edit• Business• Career• International
ASIA-PACIFIC YOUNG READER SUMMIT 2012
TYT AND ACTIVATIONS
ASIA-PACIFIC YOUNG READER SUMMIT 2012
•Fun•Non-conformism
•Freedom•Energy
Sports
HealthInteractingSharingReacting
Education & CareerEntertainment
SocietySocial responsibilityCivic Sense
Online
TYT AND OTHER INITITATIVES
• Iktara Campaign• Heavy School Bag Campaign
ASIA-PACIFIC YOUNG READER SUMMIT 2012
A Sensational Folk Singing Competition
ASIA-PACIFIC YOUNG READER SUMMIT 2012
We were about to launch our website
and wanted to further engage the readers, who already were in love with
the newspaper.
ASIA-PACIFIC YOUNG READER SUMMIT 2012
WHAT DID WE DO & WHY?
WE PONDERED OVER A FEW QUESTIONS
1. Why do we need to launch a website?2. Who would we target?3. How will we make sure that the target
audience follows the brand extension of the newspaper?
ASIA-PACIFIC YOUNG READER SUMMIT 2012
WHY DOES A YOUTH NEWSPAPER NEED A
WEBSITE?70% of those who access
internet from their mobiles are in the age group of 18-35
yrs
In 2010, ad revenues in
internet touched 6.8 Billion INR
72% of internet usage
driven by youth
Digital is the fastest growing
media in the country
Source: Pitch Madison Advertising Outlook 2011
ASIA-PACIFIC YOUNG READER SUMMIT 2012
THE CHALLENGE?• To engage the ever changing youth to the new
website.
• With an explosion of content availability online, it was imperative to:– have a clutter-breaking launch communication– address specific need gaps in the content domain– be engaging and relevant
mantra:ENGAGE them OR PERISH !
ASIA-PACIFIC YOUNG READER SUMMIT 2012
ONE CAN ONLY GUESS WHAT
YOUTH WANT ??
UNTIL YOU FIND THAT ONE
COMMON FACTOR
THE IDEA• One such factor happens to be MUSIC.
• Folk music could bring the masses together in the region, this would appeal to the youth.
• This was combined with the idea of UGC (User Generated Content) and given a shape of an 100% online contest.
ASIA-PACIFIC YOUNG READER SUMMIT 2012
PRINT ADVERTISING
Jacket Ad In i next Disruptive Ad in Dainik Jagran
ASIA-PACIFIC YOUNG READER SUMMIT 2012
CELEBRITY ENDORSEMENT
One of the most popular Bollywood star commented about Iktara as in his recent movie a folk song became heartthrob of the youth of nation. Celebrity was also endorsed for this activity.
ASIA-PACIFIC YOUNG READER SUMMIT 2012
CONTENT BASED PROMOTION
ASIA-PACIFIC YOUNG READER SUMMIT 2012
ONLINE PROMOTION• Was done across major youth centric websites related to gaming, music , bollywood.
• Promotion was also done on popular websites such as yahoo & sify having major traffic.
ASIA-PACIFIC YOUNG READER SUMMIT 2012
Promotion in National Market
Print Ad in Media Fraternity Magazines DM among the Advertisers
ASIA-PACIFIC YOUNG READER SUMMIT 2012
Varanasi AuditionsASIA-PACIFIC YOUNG READER SUMMIT 2012 LIVE RECORDINGS
Contestants at the recording studios of leading FM Stations
1162 Registrations
39,680 Facebook likes
55,000 Votes polled in 8 weeks
300,000 Monthly Page Views
Above 110,000 Unique visitors per month
inextlive.com ‘Fan’base ASIA-PACIFIC YOUNG
READER SUMMIT 2012
Source: Data for Feb 2012, 45 Days after the launch
Traffic Built up…ASIA-PACIFIC YOUNG
READER SUMMIT 2012
Source: Data for Feb 2012, 45 Days after the launch
HEAVY SCHOOL BAGS
CAMPAIGN
UNDERSTANDING THE SITUATION‘School bags and their weights in India’
– Surprisingly the size and weight of a typical school bag is very heavy in India.
– If one observes a school going kid, the first obvious thing is the bending knees because of the weight on the back.
ASIA-PACIFIC YOUNG READER SUMMIT 2012
UNDERSTANDING THE SITUATION
– no one had raised any resistance for this in recent times.
– The reason, we thought were – • The parents do not notice how heavy the bag has
become.• The kids couldn’t resist because every other kid has
the same weight.• The school teachers and staff had no choice as there
are too many books / materials to be carried to the school.
• More over there was no awareness of any law or regulation that prevents such an event.
ASIA-PACIFIC YOUNG READER SUMMIT 2012
THE NEED GAP • Lack of awareness• Lack of empathy• Hence no action
‘We had to work on these three things in order to bring in any
change’
ABOUT THE CAMPAIGN
• What ?• How ?• When ?• What we ACHIEVED
ASIA-PACIFIC YOUNG READER SUMMIT 2012
IDENTIFYING THE ROOT CAUSE
Translation: ‘The commission on each book and copy was decided'
ASIA-PACIFIC YOUNG READER SUMMIT 2012
THE EVENT FLOW• We started to investigate the situation, by
testing the waters.
– We went on the field and measured the weight of school bags that the kids were carrying.
– We took a sample weights of more than 1500 kids and their school bags across 12 cities & 4 states.
ASIA-PACIFIC YOUNG READER SUMMIT 2012
We spoke to District Magistrates of certain cities for their reaction
of this initiative'
Kids were weighed with bags and without bags
across schools
ASIA-PACIFIC YOUNG READER SUMMIT 2012
“ITNA BHARI MERA BASTA KAR DI MERI HAALAT KHASTA”Meaning: ‘My bag is so heavy that it made me enervated’
ASIA-PACIFIC YOUNG READER SUMMIT 2012
INFO GRAPHIC ON KIDS VS THEIR SCHOOL BAGS SCHOOL WISE
THE SHOCKING FACTSASIA-PACIFIC YOUNG
READER SUMMIT 2012
ASIA-PACIFIC YOUNG READER SUMMIT 2012
SHOCKING FINDINGS• Some of the kids were carrying bags that weighed
as high as 35% of their weight.
• This was against the act passed by central government called “Children’s school bags act 2006” which says that the bag must not weigh more than 10% of the child’s weight carrying the bag.
• Kids as young as 5 years olds were carrying heavy schools bags while the act says – No kid less than 5 years should carry a school bag to the school.
ASIA-PACIFIC YOUNG READER SUMMIT 2012
• We then carried the reports in the newspaper and ran the campaign for participation.
• Also a round table open discussion forum was organized for a resolution of the situation.
ASIA-PACIFIC YOUNG READER SUMMIT 2012 DISCUSSION FORUMS
WHAT WE ACHIEVED• We brought the three stakeholders Parents, Government
and School on the same platform and reached a solution.• Schools decided to lessen the number of books carried
daily by kids.• This gave a choice to school going kids to carry only the
required books.• Kids now have less physical stress and hence more focus
on academics and extra curricular activities.
ASIA-PACIFIC YOUNG READER SUMMIT 2012
TYT ON ADVERTISERS
TYT ON ADVERTISERS
• Readers are accepting innovative advertising because it makes sense to them.
• Innovation hungry - Information hungry• Tech Savvy• Our efforts are to make the advertising
engaging, exciting and innovative just like our readers.
ASIA-PACIFIC YOUNG READER SUMMIT 2012
TYT INTERNALVision:
• We want to become an integral part of the lives of youthful people. A friend, who leads and follows as per the emotional and rational needs of the reader.
Mission: • A media, for the youthful, by the youthful and of
the youthful
ASIA-PACIFIC YOUNG READER SUMMIT 2012
TYT INTERNAL
• Team: highly energized and creative team, an unconventional lot of individual efforts making things work for us!
• HR practices: We only hire those who believe in us, those who are non conformist, go-getter and full of aspirations. For all of us sky is the limit.
ASIA-PACIFIC YOUNG READER SUMMIT 2012
THE DECISION
• World’s Largest democracy
• An election• Minimum participation from
youth• We decided to change that• And how!
POWER OF YOUTHYoung Reader Newspaper of the year
ASIA-PACIFIC YOUNG READER SUMMIT 2012
PROBLEMSimplifying it…
– Part 1: Critical Mass – Part 2: Young & Indifferent
ASIA-PACIFIC YOUNG READER SUMMIT 2012
PART 1Critical Mass
ASIA-PACIFIC YOUNG READER SUMMIT 2012
FACTS• 72 % of India's population is below the age of 40.• 47% of Indians are under the age of 20 and 10% of
the world population is an Indian under 25. • That means out of every 10 individuals in the world,
there is 1 Indian below the age of 25.
• Indian youth represents a huge populace, a critical mass.
• This year The Election Commission added 14 million new voters in the state of Uttar Pradesh, compared to 2009 general elections.
ASIA-PACIFIC YOUNG READER SUMMIT 2012
FACTS• The legislative assembly elections in
India’s most populous state of Uttar Pradesh, also the world's largest sub-national democracy, were held over seven phases from 8 February through till 3 March, 2012.
• In 14 million (12.3% of total base) new voters there was a large percentage of youth who were voting for the first time (First Time Voters).
ASIA-PACIFIC YOUNG READER SUMMIT 2012
PART 2Young & Indifferent
ASIA-PACIFIC YOUNG READER SUMMIT 2012
FROM I ‘LIKE’ TO I ‘DON’T CARE’
• There was a shift from participatory to dissociative culture in youth when it came to politics and civic sense of casting the vote.
• Youth were becoming more cynical than ever before about the government and policies
• The ‘non-conformist’ spirit of the youth was moving towards ‘indifferent’
ASIA-PACIFIC YOUNG READER SUMMIT 2012
Youth was not excited and was indifferent to politics and cynical to
electoral process, they never wanted to vote.
’‘
ASIA-PACIFIC YOUNG READER SUMMIT 2012
NEED GAP• Youth not participating in electoral process is
harmful for democracy. They must exercise their fundamental right to cast a vote.
• The need gap is – to bridge the gap between expectation from the youth that they must participate in democratic processes like elections and reality that they might be indifferent to it and don’t caste their vote.
ASIA-PACIFIC YOUNG READER SUMMIT 2012
THE PROJECT SUMMARY• THE IDEA: POWER OF YOUTH
– Two tier strategy• Engage the youth in the process of policy making• Encourage the youth to cast their vote
• THE METHOD APPLIED– Survey – On youth agenda and understanding of politics– Content - Make them understand the importance of an
agenda for any political party– Brand – i vote campaign
• MARKETING AND PROMOTIONS – i vote – the voting encouragement campaign on National
Voter’s Day– 25th Jan 2012
ASIA-PACIFIC YOUNG READER SUMMIT 2012
POWER OF YOUTH• POY was designed to work on two levels -
1. ENGAGING THE YOUTH IN THE PROCESS OF POLICY MAKING.
2. ENOCOURAGE THE YOUTH TO CAST THEIR VOTE.
ASIA-PACIFIC YOUNG READER SUMMIT 2012
ENGAGE THE YOUTH IN THE PROCESS OF POLICY MAKING BY
CONTENT• This was achieved by an content drive which was
a survey administered among the readers.
• The core objective of the survey was to map the youth mindset with regards to the Assembly Elections.
• i next conducted the exclusive survey among youth, in the 18 to 25 age bracket, across 8 prime cities of the state, based on a specially prepared questionnaire.
ASIA-PACIFIC YOUNG READER SUMMIT 2012
• The findings and insights of survey completely contradicted the common belief that the youth was not interested in the electoral process, in fact they just needed a platform to talk about it.
• The ‘Power of Youth’ led to putting the temperament of the youth in its right perspective before our readers and setting of the youth agenda with the facts that were brought to light.
ENGAGE THE YOUTH BY CONTENT
ASIA-PACIFIC YOUNG READER SUMMIT 2012
PRINT CAMPAIGN
Print Ad in Uttar Pradesh State Print Ad in Uttrakhand State
ASIA-PACIFIC YOUNG READER SUMMIT 2012
CONTENT GENERATION
We started from very
basic education on
how can youth play a
role in bringing the
change
ASIA-PACIFIC YOUNG READER SUMMIT 2012
SURVEY SHOWED THAT YOUTH WAS READY TO BRING IN CHANGE
ASIA-PACIFIC YOUNG READER SUMMIT 2012
AN AGENDA WAS TO BE MANIFESTED
What according to you should be the agenda of politics for this years elections?•Corruption•Inflation•Unemployment•Cant say
ASIA-PACIFIC YOUNG READER SUMMIT 2012
THE YOUTH PERSPECTIVE WAS BROUGHT TO LIGHT
Figures showing what do the youth of different cities focus on?
ASIA-PACIFIC YOUNG READER SUMMIT 2012
THE FINDINGS The youth was ready to bring in the much required
change.
They knew what they were doing and were looking forward to a young leader.
They were ready to campaign and get actively involved in the process.
Corruption is what they rated as the biggest concern, quite like their senior counterparts.
ASIA-PACIFIC YOUNG READER SUMMIT 2012
WAY FORWARD• We wanted that the first time voters should definitely cast their votes as
millions of new voters were added in the voters list this time.
• This huge number can make a difference in the political scenario hence the youths should be aware of these facts.
• We decided to go out on the field and to make people aware of these facts, by distributing i-vote badges in colleges, market places, shopping malls etc.
• By distributing these badges we wanted to make them aware of their voting rights and we made them took an oath that they would vote in upcoming elections.
• In the first phase of the activity we touched around 5000 youths during this activity.
• Can we change the habit of the youth was the real question
ASIA-PACIFIC YOUNG READER SUMMIT 2012
STUDENTS, CADETS, YOUNG PROFESSIONALS THEY ALL TOOK THE OATH OF ‘I-VOTE’
THE D-DAY: THE YOUTH VERDICT
The nine districts in India’s most populous state that went to polls on 11 February saw a 60% voter participation and the first phase in 10 districts on 8 February recorded 64% turnout.
In the previous assembly elections in 2007 only 45.96% of the voters cast their ballots. The highest voter turnout for state polls in the past three decades was 55.73% in 1996.
Source: Vote for change: Young voters queue up at a polling station in Gorakhpur during the second phase of elections. Photo: Reuters
http://www.livemint.com/2012/02/13002747/The-young-will-decide-the-fate.html
ASIA-PACIFIC YOUNG READER SUMMIT 2012
•The elected Chief Minister Mr. Akhilesh Singh Yadav took oath as the youngest CM ever for the state.
•This was arguably the first time in recent history that the youth vote had swung the fate of elections in UP or anywhere in India.
•This year the elections were a true reflection of youth spirit and participation in the state and proved to be a benchmark for other states in the country.
ASIA-PACIFIC YOUNG READER SUMMIT 2012 THE D-DAY:
THE YOUTH VERDICT
The youth turnout, particularly in 18-19 year age group, was widely noticed and the increase in total numbers of
voters, about 1.93 crore, from last time is mostly attributed to that factor. Against the 4.47 crore voters polling in UP in 2007, this time it was 6.4 crore voters.
-S.Y. Quraishi, Former, Chief Election Commissioner of
India
‘ ’
ASIA-PACIFIC YOUNG READER SUMMIT 2012
THANK YOU!
ASIA-PACIFIC YOUNG READER SUMMIT 2012