Times of India in Kerala from 3rd week of October

Yes, the media behemoth is at last making an entry in to Kerala. It has been much awaited and was very much expected during Onam. Now it is clear that the Times of India will have an edition in Kerala from 3rd week of October. Times of India is trying to reach across Kerala, starting from Kochi. They have a tie-up with Mathrubhumi. Apparently there would be an introductory subscription offer of Rs.5 per day for both these papers together.

No other state in India has such vigour to consume 'news' as seen among Keralites. More than 2/3rd of population in Kerala reads one of the top 10 dailies here (English and Malayalam). Somehow Hindu and Indian Express, two foremost English dailies for a long time, could not increase their readership, even though there exists a large population who would like to read an English daily. Deccan Chronicle recently entered Kerala and is doing its part to cater this demand. Industry will be keenly watching as Times of India is known for their marketing wizardry and packaging of content.

For Times of India to succeed in Kerala, it has to get readers subscribing other dailies to read Times of India. Existing subscribers of English dailies are only a small chunk (less than 7 lakh) and Times will only be able to get less than a lakh from them. That would be a good number for them to start with but they would need Malayalam paper readers to read Times of India. Here is the catch. Malayala Manorama and Mathrubhumi have a strangle hold of market with a combined readership of little less than 1.7 crore (1 crore and 70 lakh respectively) where the population is slightly above 3 crore. Tie-up with Mathrubhumi is significant for Times, as it would give them an opportunity to reach a wider Malayalam reading population.

There is very little to differentiate Malayala Manorama and Times of India, other than their language. They package their content with a blend of broad sheet and tabloid style that satiates the craving for entertainment. Both are leaders of the industry in India, with a heritage to speak for. Both are equally good in marketing their products.

This is going to be a bloody battle between Malayala Manorama and Times of India. Malayala Manorama has its backyard to guard and Times of India has nothing to lose.

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