Dinamalar launches iPad version

By afaqs! news bureau , afaqs!, New Delhi | In Digital | September 07, 2011
The newspaper will also launch an Android version of Dinamalar in the next 15 days.

The Tamil newspaper, Dinamalar, has now officially launched its iPad version. The version is available as an application on the Apple iPad App Store (free to download) since August 17. To begin with, Dinamalar's iPad edition will offer news and general content in the Tamil language. Later, the media company may make available its content in other languages as well.

The app will be divided into various sections and will offer content related to national, international, local, entertainment and sports news. A dedicated images and videos gallery will also be made available to users.

Speaking to afaqs!, S Balasubramanian, head, marketing, Dinamalar, says, "We will have a dedicated team for content and marketing of the iPad edition. Though most of the content will be sourced from the newspaper's website, the team will also develop some special and exclusive content for iPad users."

The company will monetise the iPad version via advertising. Balasubramanian says, "Currently, our business model is based only on advertising; we will explore other options later on. The advertising inventory will be sold on cost-per thousand ad impressions (CPM) basis and we will charge a premium for serving ads on our iPad version."

Dinamalar will charge about Rs 400 for 1,000 ad impressions on its iPad version, compared to Rs 125 for the same number of ad impressions on Dinamalar.com. Advertisers will be enabled to run banner ads, site capture and video ads on Dinamalar iPad app. Video ads will be showcased as pre-roll ads on the video clips and will be sourced by the video ad network, Vdopia.

Balasubramanian claims that Dinamalar has already roped in a few advertisers for the iPad edition. "Tata Docomo and Reliance Mobile have already carried out campaigns on the Dinamalar iPad app," says Balasubramanian.

For the record, Dinamalar.com launched its news applications (apps) for consumption on Apple iPhone and iPod touch several weeks ago. The media firm claims that more than 50,000 apps have been downloaded so far. Of that, 70 per cent were downloaded by users residing outside India.

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