Urdu.dawn.com goes up

 JournalismPakistan.com |  Published: 11 June 2012

Dawn has launched its Urdu-language website, urdu.dawn.com, currently in Beta version. The site aims to attract more readers and increase revenue by catering to Urdu-speaking audiences.

Summary

ISLAMABAD: Dawn has taken a major step forward by launching its Urdu-language website urdu.dawn.com that went up Monday. The website is available in Beta version currently and can also be accessed through Dawn.com by hitting the Dawn Urdu button. The launch of the Urdu version should give Dawn a big edge in terms of traffic and revenues as most people in Pakistan prefer reading Urdu. The new website also deals somewhat of a blow to national dailies The News, The Express Tribune, Daily Times, Pakistan Today and others. Dawn’s Urdu website is almost similar to the English version as far as its content, layout and design goes. It is easy on the eye and comes complete with videos, comment boxes, website search and a string of other features. The Dawn Group that also runs the DawnNewsTV switched the language medium of its channel from English to full-time Urdu in May 2010. Low viewership and poor revenues prompted that decision.

KEY POINTS:

• Launch of Urdu website enhances Dawn's media presence.
• Website features similar content and layout to English version.
• Accessible via Dawn.com through the Dawn Urdu button.
• Targeting the Urdu-speaking population in Pakistan.
• Dawn Group shifted towards Urdu to improve viewership.