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


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


What is i nextT

HE

P

RO

DU

CT


COMPACT IN SIZE

LifestyleURBANE

City centric

TH

E

TA

RG

ET Living in metros


Young at heart


TH

E

PO

SIT

ION

ING

For everybody

Urbane


aspire in life

JOIE DE

VIVRE



What is i nextT

HE

P

RO

DU

CT


COMPACT IN SIZE

LifestyleURBANE

City centric

TH

E

TA

RG

ET Living in metros


Young at heart


TH

E

PO

SIT

ION

ING

For everybody

Urbane


aspire in life

JOIE DE

VIVRE



What is i nextT

HE

P

RO

DU

CT


COMPACT IN SIZE

LifestyleURBANE

City centric

TH

E

TA

RG

ET Living in metros


Young at heart


TH

E

PO

SIT

ION

ING

For everybody

Urbane


aspire in life

JOIE DE

VIVRE



Focused & Targeted

68% youthful readership (16-39 yrs) 29% women readers

*All data from IRS 2011 Q4 (TR)


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.


Total Youth Think!


TYT – EXTERNAL• Readers• Advertisers• World at large


ABOUT THE READERS !


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)


Four characteristics of young readers across globe –

COMMONALITY

COOLNON

CONFIRMIST

UNPREDICTABLE EVASIVE


TYT and our readers:

Youth-o-Sphere


•Fun•Non-

conformism•Freedom•Energy

YoungYoung EnergeticEnergetic

InteractiveInteractive

Fun LovingFun LovingInformation Information HungryHungry

ResponsibleResponsible


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.


TYT AND PRODUCT

•Fun•Non-conformism

•Freedom•Energy

LanguageLanguage Content Content PrioritizationPrioritization

Interacting, Interacting, Sharing, Sharing, ReactingReacting

SectionsSectionsFormatFormat

Visual OpulenceVisual Opulence


LANGUAGE

• We speak their language

• We are Bilingual


FORMAT

• Compact in size

• Easy read with bullets

• Can be browsed as well as devoured


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


TYT AND ACTIVATIONS


•Fun•Non-conformism

•Freedom•Energy

Sports

HealthInteractingSharingReacting

Education & CareerEntertainment

SocietySocial responsibilityCivic Sense

Online

TYT AND OTHER INITITATIVES

• Iktara Campaign• Heavy School Bag Campaign


A Sensational Folk Singing Competition


We were about to launch our website

and wanted to further engage the readers, who already were in love with

the newspaper.


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?


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


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 !


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.


PRINT ADVERTISING

Jacket Ad In i next Disruptive Ad in Dainik Jagran


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.


CONTENT BASED PROMOTION


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.


Promotion in National Market

Print Ad in Media Fraternity Magazines DM among the Advertisers


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.


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.


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


IDENTIFYING THE ROOT CAUSE

Translation: ‘The commission on each book and copy was decided'


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.


We spoke to District Magistrates of certain cities for their reaction

of this initiative'

Kids were weighed with bags and without bags

across schools


“ITNA BHARI MERA BASTA KAR DI MERI HAALAT KHASTA”Meaning: ‘My bag is so heavy that it made me enervated’


INFO GRAPHIC ON KIDS VS THEIR SCHOOL BAGS SCHOOL WISE

THE SHOCKING FACTSASIA-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.


• 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.


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.


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


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.


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


PROBLEMSimplifying it…

– Part 1: Critical Mass – Part 2: Young & Indifferent


PART 1Critical Mass


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.


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).


PART 2Young & Indifferent


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’


Youth was not excited and was indifferent to politics and cynical to

electoral process, they never wanted to vote.

’‘


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.


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


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.


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.


• 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


PRINT CAMPAIGN

Print Ad in Uttar Pradesh State Print Ad in Uttrakhand State


CONTENT GENERATION

We started from very

basic education on

how can youth play a

role in bringing the

change


SURVEY SHOWED THAT YOUTH WAS READY TO BRING IN CHANGE


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


THE YOUTH PERSPECTIVE WAS BROUGHT TO LIGHT

Figures showing what do the youth of different cities focus on?


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.


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


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




•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

‘ ’


THANK YOU!
