Mid-Day enables mobile-newspaper integration

Mid Day, the afternoon newspaper available in Mumbai, Delhi, Bangalore and Pune has integrated QR technology which allows readers to view audio-visual (AV) files linked to the key stories in the paper directly on their mobile phones. QR code is a two-dimensional bar code developed in Japan.
To view AV files, readers need to capture the QR Code printed next to the stories with their mobile phone cameras. The code will automatically load the related AV files on the phone through the internet connection on it.
The application works across all GPRS-enabled phones, irrespective of the platform. Manajit Ghoshal, managing director and chief executive officer, Mid Day tells Telecom Yatra, “To use this application, users needs to download a piece of software on their mobile phones. QR is like a design, you can click a photo while you are reading the newspaper and watch videos. We have received very good response from companies, agencies, and our users are absolutely thrilled with this feature. We are promoting it through our in-house medium as well as by word of mouth.”
On monetisation, Ghoshal says, “This has monetisation potential. We are looking at embedded advertisements in the videos.”
As per a company statement, Mid Day’s web version currently has over 10 million page views per month and its cell phone news feeds have over 200,000 subscribers across the country.