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FirstPost launches its first Television commercial

FirstPost.com, Network18’s exclusive digital newsroom has
launched a new campaign with a television commercial with a message that newspapers
and the planet are under siege. The objective was to get people turn to FirstPost.com
for their dose of news and opinion on the web or any mobile medium for that
matter.

FirstPost.com, Network18’s exclusive digital newsroom has
launched a new campaign with a television commercial with a message that newspapers
and the planet are under siege. The objective was to get people turn to FirstPost.com
for their dose of news and opinion on the web or any mobile medium for that
matter.

According to FirstPost, habits suggest people are moving to
the internet more often to seek news, the perception of reading news is still
dominated by ‘the morning newspaper’, which does provide news, but effectively
a day late.

Explaining FirstPost’s commitment to digital journalism, Durga
Raghunath, VP, Products and Exec News Producer, FirstPost said, “The news has
moved beyond a static newspaper. The idea was to make readers entirely rethink
their view of news as-it-happens. Therefore the lines around reading news a day
late. Contract, of course, has taken this spirit and made a stunning ad, whose
conceit is adorable.”

“While Firstpost.com has its dedicated following, the task
was to migrate newspaper readers to FirstPost. We were pretty sure that once
they were there, the product itself would hook them. After all, Firstpost is a
truly international news product from India that has not been an offshoot of a
traditional newspaper attempting to replicate itself online,” explained Ravi
Deshpande, Chief Creative Officer, Contract Advertising.

 “Right
from the word go, it has been designed to cater to the needs of people on the
move, who use tablets, smartphones and laptops. Thus, while it has the benefits
of conventional news reporting in terms of great writing, a range of views,
deep analysis and so on, it has the native-to-digital advantages of serving up
news as it happens, as well as being truly participative and interactive. It
enables a dialogue, not a monologue.

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