The Times of India in Kannada
It has been a few days since Times of India has come up with a Kannada version. This is the first time that the Times of India is published in a regional language. I bought a copy for two days just see how it is.
The first thin that I noticed that it is a translated newspaper! There is little news that was created exclusively for the Kannada edition and nearly all of it is translated from the English version of the newspaper. A few news items are re-organized to suit to the readers. Here and there you see some exclusive news but not much of it.
So why another newspaper when ToI group is already publishing a highly popular Kannada Newspaper(Vijaya karnataka)? One thing I can guess – to improve their already high market share in Bangalore to near monopoly levels. It is also likely that there is a good market for a translated newspaper. Traditionally, Kannada and English newspapers have always provided different kind of news. While English papers tried to project a modern outlook of news, Kannada papers have remained comparatively traditional. And almost all of them concentrate more on the news of entire state rather than the city. ToI Kannada fills this gap, and hence creates its own market amongst Kannadiga readers. And since entire content is translated, their costs also remain minimal. From whatever I have heard from someone who knows someone who knows someone in ToI office, the response for the paper has been very very good and above their expectations, and they are already thinking of repeating the exercise in Mangalore and Mysore!