Exclusive | Will maintain the leadership position: ABP Ebela's Supriyo Sinha

The competition in the regional Bengali language newspaper market of Kolkata has got hotter with the launch of two newspapers. On one hand is the country’s biggest media house, the Bennett Coleman & Co more popularly known as the Times group while on the opposite side is the regionally strong Ananda Bazar Patrika group. While the Times group is launching the morning daily Eyi Shomoy, the ABP group has already launched the morning tabloid, Ebela. Ebela, the fully colour tabloid will target a different set of city readers at the different price point and with advertising rates that are more affordable to smaller advertisers. No wonder a strong fight is on the cards, given the strengths of both the groups. 
 
To know what is going on at ABP, Adgully spoke with Supriyo Sinha, Vice President, Bengali Dailies, ABP & Ebela. The following is the excerpts of the interview. 
 
Adgully (AG): ABP dominance is facing a challenge with TOI entry into your domain. What are your comments on this?
 
Supriyo Sinha (SS): This is a very natural market phenomenon in any industry - competitors compete - that’s ok. we are confident of the products we have from our group and, being the largest media group in this part of the country, we believe we will continue to maintain the leadership position.
 
AG: It has been observed that tabloid Ebela too is being announced at the same time as TOI’s entry with Eyi Shomoy. Is it sheer coincidence that you  too plan to announce your paper at the same time? 
 
SS: We are launching Ebela to fill in a certain need-gap in the Bengali newspaper market - addressing the young at heart audience. This has got nothing to do with what others in the market may be doing.
 
 
AG: How is Ebela as a  tabloid going to be different  and appeal to the new generation urban readers with a significantly different taste?
 
SS: Ebela will have lots of pictures, colour, news capsules, entertainment, unique sports coverage, etc - all of which is liked by the young generation.
 
AG: Can you tell us something about the content and distribution strategy of Ebela?
 
SS: The content as discussed in the previous question. The distribution will only be in Kolkata.
 
AG: What will the ratio of color to that of black and white print be in the newspaper?
 
SS: It will be an all colour newspaper.
 
AG: Could you tell us about the pricing of the tabloid?  How attractive will it be from the earlier publications from ABP in order to entice more readers?
 
SS: The cover price has been kept attractive at Rs 2.
 
AG: You do not consider yourself a newspaper company but a content company. Could you elaborate your views on this comment?
 
SS: The main pillar of foundation of Ebela is its content - covering different topics, different genres and different tastes. And that’s why this will be in line with our belief of being a content company
 
AG: Can Ebela actually make a new market in West Bengal? What is your opinion regarding this?
 
SS: We hope so. We have received extremely positive feedback right from the word go - both before launch on the marketing campaigns as well as after launch on the product itself. So signs are good, let’s wait to see the market verdict.
 
AG: Some newspapers are looking beyond print for the future. Do you have any plans of a digital strategy for the future?
 
SS: Yes, we will consider in the future.
 
AG: Tabloids as a format were very happening at some point but now they are facing stiff competition even in major metros. How would you justify the same?
 
SS: There has not been a daily tabloid in the WB market so this is new in this market; plus initial public reaction to the product and tabloid format has been very positive. So we hope it will succeed.
 
AG: What is the ratio between local vs. national ad revenue in West Bengal and Kolkota? Kolkota is basically a big retail market.
 
SS: No comments.
 
AG: Will this evening tabloid actually safeguard ABP from TOI and if yes how?
 
SS: Let me repeat - it is NOT an evening tabloid - it is a regular, daily, morning newspaper in tabloid format.
 
AG: How would the war between ABP and TOI impact other players?
 
SS: The consumer will benefit because competition always improves product quality across industries.
 
AG: Is there room for another player in West Bengal Market?
 
SS: No comments - the audience will decide.
 
AG: ABP is a strong regional player while TOI is a strong national player. Will the All Edition package effect ABP revenue share?
 
SS: We will continue to believe in our products and our reach and our credibility amongst the people of Kolkata and Bengal. And we will price our ads based on those strengths, though competitive to the market.

 

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