Positioned as weekend newspaper, the glossy and colourful tabloid will be available in Delhi-NCR
BestMediaInfo Bureau | Delhi | May 28, 2012
HT Media Limited (HTML) has launched a new product from its stables. Called My Little HT, this ‘paper’ is designed to inculcate the habit of reading among children aged 8-12. In the launch period, it will be available in select areas of Delhi-NCR and will be sampled free of cost every Saturday with the main Hindustan Times newspaper in Delhi-NCR. My Little HT will be published weekly on Saturday.
My Little HT positions itself as a weekend newspaper that provides “food for curious young minds”. It has 12 pages of content that packs in news, puzzles, cartoons, fun things to do, and exciting event listings. The paper is in glossy and colourful tabloid format.
Shantanu Bhanja, (Vice President – Marketing, HT Media Limited) commented on the launch, “Our research shows that parents among our readers miss a newspaper for their children. Though we have a very active school contact programme in place, we still felt that there was also an opportunity for a children’s newspaper that parents and their children could read together. With its edutainment focus, My Little HT will appeal equally to children and their parents. We have ‘researched’ it with young people in some fun workshops, and they love their ‘little HT’”
Vasantha Angamuthu, HT special projects editor, added, “My Little HT is a great way to tempt children back to reading print. We believe that there is a way to make reading ‘cool’ to a ten year old gaming addict! Our design attempts to mimic the engaging experience a child would have online, while our content has a fun learning bent that will please both children and parents. We have the week’s news condensed to a light, easy-to-read format, games and comics, event listings, and a DIY section that promotes imagination and creativity. It’s the perfect weekend read for children - and if the emails we have had in response to our launch edition are anything to go by, they love it. User generated content will be a large part of the content mix and children are encouraged to become writers and editors of My Little HT.”