In a bid to reach a wider and more technologically-aware audience, Noida-headquartered media conglomerate, India Today Group, has announced the launch of seven niche mobile-first channels under the banner of MobileTak. The new platforms will be an extension of the company’s popular Hindi news channel, Aaj Tak.
The newly-launched portfolio includes News Tak, Sports Tak, Food Tak, Life Tak, Astro Tak, Tech Tak and Yoga Tak.
Commenting on the development, India Today Group Vice Chairperson Kalli Purie said, “Content consumption on mobile devices is growing at a phenomenal rate, and we are catering to this growing appetite for content on mobile with this new launch. We always wanted to create a series of niche channels. This would have been a herculean task on television, but the onslaught of content consumption on mobile and the current digital landscape have enabled in ushering in the simultaneous mega launch of the seven niche digital channels.”
Mobiletak is a mobile-first channel with a presence across six platforms. In addition to Wireless Application Protocol (WAP), which is the technical standard for accessing information over a mobile wireless network, all seven channels can be accessed by YouTube, Facebook, Twitter and other social media platforms.
As stated by Purie, Mobiletak is based on an advanced web app technology that works on all handsets and all operating systems, offering users access to content from the remotest parts of the country.
The channels provide viewers information about what is new and trending across the globe. Through Mobiletak, users can watch short videos on a range of topics such as movies, technology, food, fashion, sports, politics and current affairs.
As its name suggests, Sports Tak deals with all things sports. Visitors can stay updated on domestic and international sports news. Life Tak focusses on the lifestyle vertical, more specifically relationships, trends, work life and family. Tech Tak, on the other hand, revolves around mobiles, gadgets and other technologies.
News Tak offers short video updates on the latest developments pertaining to news in India and around the world. With Food Tak, traditional Indian and international recipes are made available to visitors.
Yoga Tak, as one can guess from its name, is for the health conscious crowd. The channel provides a wealth of information about yoga, asanas and its effect on health and ageing. Finally, Astro Tak is about horoscope predictions.
The Mobiletak platform is currently generating revenue through the advertisement model. According to Purie, the channels will not be integrating a subscription model as of now.
The number of mobile users in India has gone up drastically in recent years. According to a survey by Statista, the country’s mobile using population currently stands at 730.7 Mn. The number of smartphone users is expected to reach 468 Mn within 2021 from the current 300 Mn, as per a report by Forrester. With a mobile first channel like Mobiletak, India Today Group is likely targeting this fast-expanding group.