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Agra is now centre of intense media war

Suddenly the media scene seems to be undergoing a dramatic metamorphosis in Agra, all to the advantage of the readers who have many more choices now.

A new mid-day daily tabloid called DLA has finally entered Agra’s media ‘mandi’ with a bang, leading to intense competitive war with all kinds of innovative schemes and discounts. Local journalists never had it so good, with ample opportunities coming their way to shift loyalties and get out of turn promotions.

DLA has appeared on the scene at the right time with state assembly elections round the bend. Candidates now have another platform with a fairly good reach and affordability.

The first few issues of DLA have according to market sources received an unexpected positive response. ‘At Re.1 the reader gets 24 colourful pages to read and all the stories have a predominant human interest,’ said Amit Agarwal, a newspaper reader.

With Amar Ujala now shaken after the split in the family and most of its staff moving over to DLA with Ajay Agarwal, the publisher owner of DLA, all eyes are turned on the stiff competition between India’s number one Dainik Jagran and Dainik Hindustan, which was launched some months ago.

Jagran’s Inext is soon to be launched in Agra. Sahara group is also planning an Agra edition and so is Dainik Bhaskar. The city will also have three FM stations.

The million dollar question being debated in Agra right now is whether a mid day tabloid will click. ‘The city does not have an office going clientele. Agra is not a working class city. I doubt if anyone would be interested in buying an afternoon paper,’ comments Sudhir Gupta, an LIC (Life Insurance Corporation of India) agent.

An interesting experiment to watch, says local resident Tulika Kapoor. ‘A big city like Agra must have many quality newspapers and the readers should get several choices. Ultimately this media explosion will lead to heightened social awareness and sharpen civic consciousness,’ Kapoor adds.

Date posted: April 1, 2007 Last modified: May 23, 2018 Total views: 606