“The Indian millennial audience definitely shares much of the international Generation Y mindset, although it is expressed in a culture that is much less influenced by American and Western popular culture than in South Africa. We were able to share some insights into the underlying mindset and some techniques to help content creators tap into this.”
Kobus Louwrens, our strategy director, presented a workshop on reaching and engaging Millennial audiences with Ivor Price, award-winning columnist and TV personality, presented for WAN-IFRA South Asia. 24 delegates from Eenadu, ETV Bharat and other digital products from the Ramoji Group attended the two-day workshop . This energizing and informative workshop was presented at the Eenadu HQ in the Ramoji Film City, Hyderabad, on 23 and 24 April.
Eenadu Digital is a part of the Ramoji Group media empire, and is the largest Telugu-speaking media company in India. The Ramoji Group is a multi-dimensional business conglomerate that spans across a variety of media, from news and information services (Eenadu), broadcast television (ETV under Eenadu Television Pvt. Ltd.) to film production and distribution (Usha Kiron Movies and Mayuri). Ramoji Film Studio in Hyderabad is the world’s largest film studio complex, and is the heart of “Tollywood” (Telugu cinema industry). Telugu has the third highest number of native speakers in India, with 74 million native speakers, according to the 2001 census.
“It was fascinating working with journalists and media managers in India, where print media is growing at near double digits per annum and the massive audiences are supporting all kinds of media innovation in the digital and mobile spaces,” says Kobus, who is not only the strategy director of YehBaby, but is also an award-winning print journalist, and the former publisher of many leading South African and East African magazines and newspapers.
Located on the outskirts of one of India’s technology hubs, the workshop dealt with adjusting print and digital news media to be more centred toward the Millennial population of India, who constitute 47% of the working age population. Kobus and Ivor led the workshop in discussing how to understand the Millennial mindset, and examining the marketing strategies of various businesses and news outlets. Participants had opportunities to create their own strategy for coordinating content to cater to this population.
Eenadu, the largest circulated Telugu newspaper in the State of Andhra Pradesh and the State of Telangana in India, is an Indian Telugu-language newspaper. It draws a total readership of nearly 6 million readers. Founded by Ramoji Rao in 1974, Eenadu publishes news on business, sports, entertainment and politics, both domestic and foreign.
ETV Bharat is an Indian national digital media hub, dedicated to delivering news and information in an interesting and seamless fashion, using video-centric web portals and mobile apps. It is part of the Ramoji Group, and reaches 23 states in 13 languages, including English. ETV Bharat focuses on bringing reliable and relevant news in a way that is both easy to navigate and modern.