Sourish Bhattacharya, Editor, HT City, Hindustan Times

A History graduate from Delhi University, Sourish Bhattacharya moved on to Ohio University, USA, to pursue a course in Journalism. Subsequently, Bhattacharya became a member of the National Journalism Society aka ‘KAPPA TAU ALPHA’. He first worked with The Telegraph, before joining Indian Express, where he was part of the team that launched ‘Express Newsline’. Before joining HT City, Bhattacharya was also responsible for launching the ‘North American Edition’ of India Today. In conversation with Ashish Singh of exchange4media, Bhattacharya talks about the revamp of HT City, the city supplement of Hindustan Times, and its editorial focus. Excerpts:

Q. Putting on a new look seems to be a regular feature for HT City. What makes you to go for a new look so frequently?

HT City was launched on April 13, 1999. The first revamp happened in February 2000, followed by another in 2001. Then we had a third major revamp in 2003. And now, since July 23, we have this colourful new look. The idea is to keep offering a new and fresh look to our readers.

Q. But the change appears to be more cosmetic in nature. What about content?

Let me put it this way: Look is the driver for content. As for content, we offer news that can be used. Let me explain by saying that we have started defining pages for each day of the week. On Monday, we have ‘Body & Mind’, which is all about health. On Tuesday, we offer readers everything that will keep him updated on the automobile industry. Wednesday comprises a ‘Footloose’, where we give some active user tips for avid travellers. On Thursdays, we observe ‘Fashion and Lifestyle’. Friday is for aspiring techies for whom there is ‘Gizmo Guru’. On Saturdays, you can browse through ‘Eating Out’ and decide where to dine that weekend. One important thing here: we were the first to start a column on food and restaurants. Finally, you listen music on Sunday. We offer our readers a pick from the latest music albums.

So you see, we are a versatile and a complete infotainment supplement. We are trying to serve as many people as possible. As far as your question about the visuals is concerned, I can only say that a single picture can speak a thousand words. Mere words cannot hold your interest if I have to convey what is happening in the city. We are trying to give cutting-edge information by making a quality shift.

Q. What makes you different from other city supplements? What is the positioning of HT City?

We cater to the 18-30-year age bracket, which has spending power. They have disposable incomes and we influence their buying choice. We have a lot of movie-related information and, as I have said, we’re a versatile and informative supplement, we are trying to target the whole family through our complete bouquet in HT City.

Q. What is the readership feedback on the content? How do you rework the content to meet the reader’s psyche?

We have done internal surveys and also studied IMRB reports. On the basis of research and surveys, we made HT City into an information-led supplement rather than just being entertainment-oriented. It is all about providing the right kind of information to Delhiites. HT City is all about colour and that’s what we infuse in the attitude of young people. A newspaper has to change according to the changing preferences and needs of the reader. We have to cater to the changing mindset. Change for the sake of it is not a change; it must have a vision to do better. Only then does it work out effectively.

Q. HT City is often felt to be too celebrity-oriented and not addressing social issues enough. The content also gives the impression of promoting sexual permissiveness.

No, that is not true. Before I come to your question, I would like to mention that HT City is the lifestyle section of Hindustan Times and not a city supplement.

Now, as I said, HT City is picked up by the 18-30-year age band. These readers are young, aspirational, spenders and upwardly mobile. They want to be at the top of the group. We are not being elitist; it is about being aspirational by linking international trends into the market. We structure the content based on the target group we are reaching out to.

The fact is that today the bulk of spending is done by youth. If you put a package of information and glamour, you have won the game. In Delhi, glamour means Bollywood, good clothes, modelling, latest mobile handsets, cars, etc. Delhi is a society that likes to show off. We project an environment that is friendly and encourages the good things in life.

Let me also clarify your other point. We are conservative. We are not living in a sexually rampant or promiscuous society. We are a tradition-bound society. We do not wish to upset our readers; information that has a direct bearing on life is what we provide.

Q. Has there been any effort from your end to enhance the status of the Capital’s female population? There seems to be lack of connect between what you publish and the overall male attitude towards women in Delhi?

See, lots of stories or rather 60 to 70 per cent are directed towards enhancing the overall personality of women, like the need to wear good clothes, the need to be upwardly mobile. The female psyche has a bearing on a lot of the things we do at HT City.

Today’s women are coming out of the cocoon and asserting themselves. Our effort is to cater to both the genders in a harmonious manner. We are not out of sync with our social responsibility.

Q. It is often said that you imitate Delhi Times. What would you say about that?

We are not imitating anyone. We mirror social reality. We have to give something substantially different, and that’s a must. For instance, look at the CT Diary – an extensive page where you could find possibly everything happening in Delhi. There is Chill Zone – it’s all about comics and horoscopes. Take up Dil Se – our dating zone – we are again the first one to have it on our pages. And we have no intention to indulge the good-old bird-bee story as we never aspire to be a dating service. All these sections are framed to cater to the psyche of our target readers.

However, I must reiterate that we are very sensitive to people’s criticism. We have as many filters as possible without seeing to be personal.

Q. You do not have a typical Page 3. Why is it so?

HT City has always been a big premium for advertisers. Our Page 3 is our back page. We have P3 stories spread on all pages. We say that we have a Page 6. We call this ‘around turn’ where we cover book releases and art exhibitions. In our perception, Page 3 has become a PR vehicle. Our readers want to be known by the work they have done and not by being on Page 3. In a sense, we have redefined the page, which actually is an international concept. We have taken a conservative path. We do not believe in hurting sentiments. After all, schools and colleges call us to cover their events.

We are irreverent in content. Irreverence in the way we write and not in the pictures we publish.

Q. Are you planning to do a Medianet?

No. Any attempt to promote a brand cannot lead to selling editorial space! It is an unhealthy culture. It goes against the principles of journalism. I was just told that HT City has a 58 per cent marketshare in Delhi. Our ad rates are going up, yet we have not experienced a decline in volumes.

Q. As an editor, what kind of challenge do you face at HT City?

The challenge is to cover every facet of Delhi in its true colourful sense. There are two challenges. The first challenge is to get the right people on our team. Second is to continue to be different as Delhi has a highly competitive newspaper environment. Breaking news is a disadvantage. We want to keep coming back with trend stories.