The Hindi newspaper Chauthi Duniya is all set to enter the English space with the launch of its first English publication with the same name, Chauthi Duniya.
Chauthi Duniya English will be launched on July 1 and will be a weekly newspaper. The mainstay of the weekly newspaper will be political news coverage, along with other sections such as international news and gadgets.
Talking to afaqs! about the new offering, Santosh Bhartiya, editor in chief, Chauthi Duniya, says, "We decided to keep the name of the English and Hindi newspaper the same because the latter has become a brand name and people recognise the brand. In the last two years, we have been the first to break more than 85 stories. Therefore, it made sense to leverage the equity enjoyed by the Hindi newspaper."
The content mix of the new offering will be similar to that of Hindi Chauthi Duniya; however, Bhartiya insists that the former will not be a mere translation of the Hindi version, "but will have a distinct character". The weekly will focus on topics which are not covered by mainstream newspapers, with hard core political investigation forming its core.
It will be a broadsheet and "India's first newspaper to have seven colour printing facility," adds Bhartiya. It will have 16 pages and will have a cover price of Rs 5.
Although the company does not intend to spend heavily on marketing the new offering, once the product hits the newsstands, it will incorporate various media vehicles including out of home, digital, television and radio in its media mix.
For the record, Chauthi Duniya is a Hindi weekly broadsheet that was re-launched after 17 years in 2009.