Indian Media goes Vernacular- Is this the future?

Animal Planet goes Hindi

The channel is celebrating it’s 10th birthday and the strategy now is to go beyond the english speaking population.

“The strategy behind going Hindi comes from the realisation that Bollywood and TV together have made the language familiar to one and all. So, the Hindi feed of the channel will help attract and sustain a new set of potential viewers.” – source

Business Standard launches in Hindi

Business Standard (BS) has launched its Hindi business daily. The newspaper, which will be published from Mumbai and New Delhi and will be targeted at small and medium size entrepreneurs (SMEs), traders and small investors. [source]


Asianet has launched Kannada new channel

The Asianet Television network will launch a Telugu general entertainment channel (GEC) and a Kannada news channel in six months’ time. The name of the Telugu GEC is still to be decided, but the Kannada news channel will be called Suvarna News.

It is estimated that Telugu channels enjoy higher popularity in Andhra Pradesh than national channels. Regional channels in the Hyderabad market especially account for close to 65 per cent viewership.
Lately, the STAR Group has also been focusing on regional channels in various parts of the country and is set to launch its Telugu channel in the next four months. – details

Essentially what this means is that the popular media (TV/Print) is going deep down the vernacular route and there is no way, Internet can afford to sit back.

Vernacular search is a big opportunity and search engine Guruji is betting big on that. Orkut too has added local language support.

Close to 53% Internet access in India happens from non-metros (66% users came from SEC ‘A’ and ‘B’ classes in 2006, only 56% come from these classes now.) and 59% Indian netizens prefer to browse in their local language. – India Internet Report

What’s your opinion? Is vernacular the future trend? Do you browse in your local language?

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