In 2010, Yahoo! teamed up with Hindi daily Dainik Jagran and in 2011 it tied up with Tamil news daily Dinamalar. The list of Yahoo?s local content partnership that longs for more deals in the local language partnership block is growing. ?We have local language tie-ups in Hindi and Tamil and we will look out for potential tie-ups in other Indian languages including Bengali, Telugu, Kannada, Malayalam and Marathi,? said Ramkumar Narayanan, vice president, global product management, emerging markets and small business,Yahoo!
The manifold gains for Yahoo! from inorganic local language partnerships is the windfall visitor mop-ups from non-English preference market. Dainik Jagran adds 1,00,000 visitors every month and Dinamalar clocks some 2 million visitors that could reflect in the overall news portal traffic measurement of Yahoo!, said a data analyst of online measurement company, ViziSense.
?With the burgeoning 73 million internet population witnessing robust growth from non-metro and semi-urban areas in India, Yahoo! is adopting the right news content management strategy,? said Amit Bharatiya, vice president and general manager of online measurement company ViziSense.
?This may be new in India, but a tried and tested co-branding partnership methodology in advance markets where global players collaborate with local players to increase their online foot print. What we are looking out here is for a wider dissemination and wider distribution of local content which the domestic portals cannot do it by themselves. There is no possibility of brand conflict and only prevalence of kind of win-win situation for local language portals that join hands with companies like Yahoo!,? he added.
On collaboration experience with Yahoo!, Adimoolam Lakshmipathy, director, Dinamalar, said: ?Our partnership with Yahoo! will increase the reach and availability of our premium content. It will also help us to connect with Tamil audiences across the globe.?
Other than Yahoo?s network capability to reach 80.6 line users in the country, the portal gains from rapid sharing of news across the global from these kinds of partnerships, Ramkumar Narayanan said.
Arun Tadanki, MD, Yahoo India said, ?We understand that regional language content is largely driven by entertainment and news, both fundamental strengths for Yahoo! Through this latest association, we aim to leverage Dinamalar?s Tamil language experience and editorial strengths to expand our offering to the Indian audience.?
