Yahoo! has teamed up with Malayala Manorama, a leading Malayalam daily to offer digital content in Malayalam to users in India. The partnership brings digital content in Malayalam to 37 million Malayalam speaking people across the world through their co-branded property, malayalam.yahoo.com. Malayalam on Yahoo! India offers local, national and global news across genres of Politics, Sports, Business, Governance, Utility and Entertainment. Within genres there are sub-genres of stories available. For example, under Utility and Entertainment, users will also find information and stories in the Education, Motoring, Health, Religion & Spirituality and Astrology categories. Furthermore, Movie, Music, and Weekend features from Manorama Online will also feature on this destination.
More languages added for a bigger audience
A report by the Internet and Mobile Association of India (AIMAI) called the ICube report states that the Indian language audience is growing at a rate of nearly 40 percent per year and the next wave of digital audience in India is expected to emerge from the non-English speaking population. These statistics indicate that there is a large base of Internet users in India who are keen to access content in their own regional language. This is Yahoo!'s fifth offering of an Indian language for delivering content. The other four are Hindi, Tamil, Marathi and Bengali. Yahoo! Mail, however is already available in six Indian languages, Hindi, Tamil, Marathi, Kannada, Telugu and Gujarati. To follow suit, it would make sense if Yahoo! Mail were available in Malayalam too.
Yahoo! added Bengali to its language base, back in early February. This indicates that they are not only keen to grab a large user base in regional India, but also want to do it as quickly as possible. Like with Malayalam, they added Bengali content in partnership with a Bengali daily, the Anandabazar Patrika (ABP).
Commenting on this launch Mr. Arun Tadanki, Managing Director, Yahoo! India and South-East Asia said “Launch of Malayalam content on Yahoo! India is yet another milestone in the execution of our language strategy, aimed at growing the overall Internet user base in India. Our choice of partner has always been driven by our commitment to bring in premium content from a trusted brand, in this case Malayala Manorama.“