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Yahoo! India is working on new properties and newer versions of its popular ones - led by cricket, movies, lifestyle and OMG (celebrity news). Riding on its partnership with the ICC (International Cricket Council), the portal has built a base of exclusive content and is bullish about the traffic details awaited from its third party research for the World Cup.
Speaking to Business Line on the sidelines of Goafest 2011, Mr Nitin Mathur, Senior Director - Marketing, Yahoo! India Pvt. Ltd, noted that the ICC partnership has given them access to exclusive profiles, pictures, highlights and the like, adding to the depth of cricket content.
“We are expecting unforeseen viewership figures. Integration with properties like the Castrol Cricket Index has also helped. What we're seeing is a result of a revamp across the board, integrating rich media, social media, e-mail, chat, gaming and content - to enrich the viewer experience, while presenting advertisers with a focused segment of users often and increasingly demographically segmented,” said Mr Mathur.
The portal claims a 70 per cent reach among the 100 million-plus Internet users in India, and the largest traffic comes for e-mail. The utility driver claims over 21 million users of the Yahoo! base in India.
“E-mail is still the key to Internet utility, it is still the driver in India. Right now, it looks like cricket will shortly become the second-largest property for us. What is changing is the e-mail experience, with the utility of mail being complemented by integration with social media and other options that are proving popular,” added the Yahoo! spokesperson.
The portal will also ‘do more' on its news content, said Mr Mathur, noting that there will be enhanced thrust on Indian language content, entertainment and sports content, providing the ‘right experience' for access on the mobile, localised content and video content on Yahoo! India.
“The larger trend that we see among advertisers is brand integration, for which they require genre depth. There is an increased demand for the right context, and deeper engagement will come from the depth of content and involvement of audiences through social media. That's where we're headed,” said Mr Mathur.
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