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MUMBAI:
Eastern India's media powerhouse ABP Group Monday launched
its first morning Bengali tabloid Ebela, a product aimed at
fighting against Times Group's new Bengali daily Eyi Shomoy
on price and demographics.
ABP
has flanked its flagship newspaper and clear market leader
Anandabazar Patrika. A direct price war waged by Anandabazar
Patrika would have hurt its revenues and it couldn't have
been able to match the financial muscle of the cash-rich Times
Group.
Targeted
at young urban readers, the new 32-page tabloid will compete
with Times Group's Ei Samay which will also target the same
demography.
Times
is offering Eyi Shomoy subscription rate at Rs 175 for six
months. Going a step ahead, ABP is offering Ebela at Rs 150
for six months.
The
existing readers of Anandabazar Patrika and The Telegraph
will get Ebela at a discounted rate of Rs 90 for six months.
Headquartered
in Kolkata, ABP Group publishes English language daily newspaper
The Telegraph in addition to several Bengali language magazines.
It also runs television news channels -- ABP News, ABP Ananda,
ABP Majha and Sananda TV.
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