‘Dainik Bhaskar’ launches short code service, 7333, with Rediff.com

Interactivity seems to be the barometer for popularity nowadays. First it was television channels introducing short code services (read SMS) for viewers to send feedback on programming. Then it was radio that jumped onto the bandwagon. The latest, of course, are newspapers. After ‘Dainik Jagran’, the Bhaskar group, which includes ‘Dainik Bhaskar’ and ‘Divya Bhaskar’, has launched a short code service, 7333, in association with Rediff.com for its readers. The service will be activated in a short while.

Sanjeev Kotnala, senior general manager, strategy and brand communication, Bhaskar group, says about the service, “It is an effective tool to interact with readers on a mobile platform. While letters to the editor and other ground activities, which are organised to garner feedback, work well, SMS is a fast feedback channel. It strengthens the newspaper’s bonding with its readers.”

7333 will be available in all the six markets in which ‘Dainik Bhaskar’ and ‘Divya Bhaskar’ operate – Gujarat, Madhya Pradesh, Rajasthan, Chattisgarh, Haryana and Chandigarh. The short code will offer services such as news, jokes, dating, cricket and movies. Contests and content such as ringtones and wallpapers will also be part of the service.

Rediff.com will provide the content. Debasis Ghosh, head of investor relations and public affairs, Rediff.com India, says about the tie-up, “Our associations are not publication or company specific; we always look at tying up with the leading players across companies to make sure that our customers derive the maximum benefit from all our innovations. As far as ‘Dainik Bhaskar’ and ‘Divya Bhaskar’ are concerned, we are leveraging the strengths the newspapers have, being the most widely read in their specific regions. It is a win-win situation for both.”

Earlier, Rediff.com had tied up with ‘Malayala Manorama’ and ‘Daily Thanthi’, both leaders in their respective markets.

© 2005 agencyfaqs!