Hyperlocal digital news media in Indian languages: creating value propositions for the audience, but what’s holding them back in sustaining their ventures?

Abstract

This paper examines the emerging phenomenon of hyperlocal digital news outlets in Indian languages, run from small towns and villages by former or active local journalists using social platforms and websites to deliver news in regional languages to their communities. India has 22 scheduled languages and thousands of unofficial languages and dialects. Currently, 95% of online news in India is consumed in regional languages, and it is expected to grow to 750 million by 2025 from 467 million in 2021. This paper analyzes the content of eight outlets and interviews with 21 Indian hyperlocal digital news publishers. It explores how they create value for audiences and the challenges they face in revenue generation. The paper argues that hyperlocal outlets fill a gap in Indian news coverage, with mainstream media mostly focusing on the capital city. However, hyperlocals are still searching for a sustainable model separate from the mainstream.

Keywords:

• Hyperlocal journalism
• business model
• media management

Acknowledgements

We acknowledge the contributions of the hyperlocal digital journalists whom we interviewed.

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Sambit Pal

Sambit Pal is In-Charge Director of the International School of Broadcasting and Journalism at MIT Art, Design and Technology University in Pune, India. His research interests are hyperlocal journalism; emerging trends and technology in journalism, misinformation, social media; and political communication.

Chhabi Sinha Chavan

Chhabi Sinha Chavan is Dean of the Faculty of Commerce and Management at MIT College of Management, MIT Art, Design and Technology University, Pune, India. Her academic expertise is in marketing and strategic management.

Kashif Hasan

Kashif Hasan is head of the Digital Media Department of International School of Broadcasting and Journalism at MIT Art, Design and Technology University, Pune, India. His research interests include the influence of social media on political campaigning and the portrayal of mental health in media.