IBEF: May 10, 2021
Zee Digital, the digital unit of Zee Group, hits new milestones and boost its place in the digital space, with its leading Marathi news brand, 24Taas.com. In March 2021, 24Taas.com climbed to third place on Comscore among Marathi news brands, surpassing the 12 million Unique Monthly Visitors mark.
Other key players in the market such as Lokmat.com, Loksatta.com, and News 18 Lokmat.com, , had 9.7 million, 10.4 million, and 10. million unique monthly visitors, respectively. In comparison, the development of 24Taas.com was tremendous.
From October 2020 to March 2021, 24Taas.com grew at a rate of 1.8x, outpacing its peers.
For the same period, ABP Majha experienced only 1.3x growth, while Loksatta.com and Lokmat.com experienced only 0.95x and 0.8x growth, respectively.
The well-managed and designed content strategy of 24Taas.com was a key in the company's development. Amid lockdown, the channel concentrated all of its efforts on highlighting the positive aspects of stories to its viewers.
Mr. Nilesh Khare, Editor and Business Head, Zee 24Taas, said, “At the peak period of the pandemic, 24Taas.com focused on showing more good news than negative news, and as a result, 24Taas.com was praised by its users and was promoted to 3rd place in Mar'21, up from 8th place in February'21. The specialised section 'Chan Bhala,' which means 'Sabka Bhala Ho,' (All is well) was introduced with this particular strategy in mind.”
With its daily users in mind, 24Taas.com chose an easy-to-understand format, content, and language. In their tales, the segments discussed serious medical terms in a way that was well accepted and understood by the audience. Similarly, content headlines were designed in a constructive way, with less use of terms that could potentially elicit negative emotions in users.
Mr. Khare added, “We didn't emphasis on presenting a large number of news stories; instead, we focused on the accuracy of the stories, and even through challenging times like the coronavirus pandemic, the entire team of 24Taas.com performed admirably and helped the channel climb to third place.”
Zee Digital launched the largest PWA for 13 of its national and regional news brands in 9 languages, including 24Taas.com, the company's flagship project.
Mr. Rohit Chadda, CEO of ZEE Digital said, “Since regional India accesses the internet primarily via mobile devices, we are concentrating our efforts on improving mobile performance to provide the best possible user experience. We provided consumers with a seamless news consumption experience through the PWA launch of 24Taas.com, with product efficiency metrics that outperformed the competition. With a greater emphasis on videos, users were able to watch updates in their native language with just one click.”
He added, “While the PWA launch has greatly enhanced the mobile web experience, allowing users to access their favourite news even more quickly, 24Taas.com will soon be available as a native app for Android and iOS, allowing viewers to enjoy a more seamless Live TV experience.”
In April 2021, Zee Digital surpassed 300 million MAUs (Monthly Active Users), a 4x increase over the previous two years. Bollywoodlife.com, Zee Digital's leading entertainment site, has expanded by 3.2x year on year, reaching 20 million monthly active users (MAUs) in April 21 from 6.3 million MAUs in April 20.
India.com, ZEE Digital's flagship brand, underwent a major product revamp earlier this year, offering users access to the latest news alerts, breaking news, in-depth coverage, and coverage of news from India and around the world in the form of video and content. In the previous financial year, India.com increased its user base by 10x, from 7.4 million MAUs to 75 million MAUs.
Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.