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BL Research Bureau

Emerging media conglomerate TV18 is partnering with Jagran Prakashan, publishers of the leading vernacular paper Dainik Jagran, to launch a Hindi business newspaper and business dailies in other regional languages as well.

TV 18 is making a splash in the print space, striking its third deal in two weeks with the new 50:50 joint venture. Last week, it acquired a 40 per cent stake in Infomedia India, providing it access to specialty magazines and significant printing facilities. It also announced a tie-up with Forbes Media to launch a business magazine in India.

There is scope for considerable synergies in the proposed joint venture. Jagran Prakashan has a large footprint in the regional news space, selling over 30 editions of Dainik Jagran across 11 States in the North.

TV18, besides operating leading business channel CNBC TV18, is already present in the Hindi business news space through its channel CNBC Awaaz. Jagran Prakashan, which has largely restricted itself to general news, will now gain access to a niche area with a business newspaper and a potential to get more premium advertising.

TV18 will have access to Jagran’s extensive distribution network to market the newspaper, a network that would have taken a long time to build had the company decided to go it alone. The venture plans to launch the Hindi business paper in 2008.

Strategically speaking, TV 18’s foray into regional print media appears well conceived. Vernacular dailies are best placed to capitalise on growing literacy levels and are seeing greater traction in circulation numbers against English dailies.

Advertisers, too, are increasingly targeting regional dailies. Launching a business newspaper will fill the gaps in the regional print segment. The foray into regional print will also neatly complement TV18’s moves in the English print space.

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