What media analysts are waiting with bated breath 
is the manner in which the latest war pans out. For that will not only deliver a verdict on the strategy of the Jain brothers to go for slash and burn expansion, but also decide the fate of Hindu as the most formidable print media house in the South along with Malaylam Manorama. In a first of its kind in the world, TOI has launched an ambitious plan to break the mould of a newspaper being city specific. It has had mixed results in markets like Kolkata, Hyderabad and Bangalore. Chennai is clearly the last frontier.
This war is further complicated by the fact that The Deccan Chronicle is already a brutally aggressive player in the Chennai market. The paper claims a circulation of 3 lakh in Chennai though analysts reckon that it commands 30% of the market while Hindu still controls more than 50%. “Deccan Chronicle is going to launch its Bangalore edition very soon, probably in 2 months. Apart from this we are planning our Coimbatore and Trichy edition which might be a reality in a year from now,” avers Bhagwan Singh, Chief of Bureau of Deccan Chronicle’s Chennai Edition. It has also launched a pink paper called Financial Chronicle and has tied with NDTV to provide content for a local metro channel.
In many ways, this media war is reminiscent of Mumbai in 2005 when both Hindustan Times and DNA invaded the hitherto impregnable market of TOI. Both have decisively broken the TOI monopoly in Mumbai, though there is still no final verdict on who is winning the war.
N. Murali is not about to give up. “We are more interested in protecting the already existing market which was around 50% earlier,” he says One thing is for sure. Murali and Ram will have to do more than, much more than merely protect their turf. The Jain brothers are ruthless predators who leave no stone unturned when it comes to invading and capturing a market. They have already landed on Marina Beach. Mount Saint Thomas is not too far away. The last frontier is now tantalisingly close.
is the manner in which the latest war pans out. For that will not only deliver a verdict on the strategy of the Jain brothers to go for slash and burn expansion, but also decide the fate of Hindu as the most formidable print media house in the South along with Malaylam Manorama. In a first of its kind in the world, TOI has launched an ambitious plan to break the mould of a newspaper being city specific. It has had mixed results in markets like Kolkata, Hyderabad and Bangalore. Chennai is clearly the last frontier.This war is further complicated by the fact that The Deccan Chronicle is already a brutally aggressive player in the Chennai market. The paper claims a circulation of 3 lakh in Chennai though analysts reckon that it commands 30% of the market while Hindu still controls more than 50%. “Deccan Chronicle is going to launch its Bangalore edition very soon, probably in 2 months. Apart from this we are planning our Coimbatore and Trichy edition which might be a reality in a year from now,” avers Bhagwan Singh, Chief of Bureau of Deccan Chronicle’s Chennai Edition. It has also launched a pink paper called Financial Chronicle and has tied with NDTV to provide content for a local metro channel.
In many ways, this media war is reminiscent of Mumbai in 2005 when both Hindustan Times and DNA invaded the hitherto impregnable market of TOI. Both have decisively broken the TOI monopoly in Mumbai, though there is still no final verdict on who is winning the war.
N. Murali is not about to give up. “We are more interested in protecting the already existing market which was around 50% earlier,” he says One thing is for sure. Murali and Ram will have to do more than, much more than merely protect their turf. The Jain brothers are ruthless predators who leave no stone unturned when it comes to invading and capturing a market. They have already landed on Marina Beach. Mount Saint Thomas is not too far away. The last frontier is now tantalisingly close.
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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Read these article :-
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IIPM makes business education truly global (Print Version)
The Indian Institute of Planning and Management (IIPM)
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