Marriage of convenience

Yahoo! India has launched a new Hindi news and current affairs site with the publishers of India's most-read newspaper and news site.

The deal with Jagran Group, whose Dainik Jagran news site accounts for 80 per cent of India's online audience, will combine news and current affairs content from the media group with Yahoo!'s messenger, mail and search features on the rebranded Jagran Yahoo! India site.

All features on the site will be offered in seven Indian languages. Yahoo! will manage the advertising sales and ad-serving for the site, but the revenue generated will be shared between Jagran and Yahoo! India.

I can smell in 2008 more such marriages of convenience will take place. It’s a win-win for both parties with an eye on revenue, only revenue. After all, the days of branding and exclusivity are extinct now.