Indian languages Program (2023)

Project was led & executed by Mediology

Introduction

India is currently experiencing an unprecedented rise in the consumption of news content in Indian languages. This remarkable growth can be attributed to several factors, including the increased availability of internet-enabled devices, affordable high-speed internet, rising digital literacy, and enhanced language support. As a result, a growing number of consumers in India can access news in their native language, which contributes to their overall awareness and empowerment.

To further support Indian language news publishers in their efforts to make news easily accessible to consumers, Google News Initiative (GNI) launched the first edition of Indian Languages Program in June 2023.

The ambitious initiative aimed at empowering publishers witnessed the participation encompassing 323 publishers across 25 states.

The GNI Indian Languages Program followed a structured format that included various components aimed at supporting and empowering publishers. The program was delivered in a total of 9 languages, making it Google’s most diverse technology program for news publishers. The languages included English, Hindi, Kannada, Tamil, Telugu, Bengali, Malayalam, Gujarati, and Marathi. The program was divided in two stages which included 323 & 100 publishers respectively. Here is an overview of what was offered to publishers:

Scaled inspiration series + virtual workshops:

This part of the program consisted of eleven training sessions and technical and inspirational workshops. These workshops featured guest speakers, success stories from previous GNI program participants, and Google-led sessions on topics such as Core Web Vitals, Website optimization, GA4, YouTube, and more

Diagnosis + 1:1:

All the selected publishers underwent a diagnosis process that assessed their page speed, core web vitals performance, and other relevant parameters to provide unified guidance for quality signals that were essential to delivering a great user experience on the web. The 1:1 phase involved providing guidance and support to address the identified areas, including remediation of issues related to Core Web Vitals, schema, site manifests, mobile usability, content formats, and additional revenue enhancement solutions.

Mobile site and App development:

A subset of selected publishers received dedicated consultations and technical implementation support to enable a best-in-class user experience. This long-term engagement involved working closely with publishers to develop a roadmap tailored to their specific needs

Key Highlights of the program

Publisher Participation: The program engaged 323 publishers representing diverse geographic regions and content niches.
Multilingual Engagement: With communication conducted in nine languages, the program ensured inclusivity and accessibility for all participants.
Wide Geographic Coverage: Publishers from 25 states participated, contributing to a rich and diverse knowledge exchange.
Comprehensive Website Diagnosis: A total of 276 website diagnoses were conducted, offering personalized insights and recommendations for optimization.
High Participant Satisfaction: The program achieved an impressive Customer Satisfaction (CSAT) score of 4.5 out of 5, reflecting the effectiveness and value delivered.

Stage 2 of the program & Strategies

The Stage 2 cohort comprised diverse 100 publishers seeking to enhance their online presence, improve user engagement, and boost ad revenue. Key performance indicators (KPIs) including Page Speed Insights, pageviews, active users, and ad revenue were identified as focal points for improvement.

Faster Sites, Happier Users

Comprehensive website optimization techniques were employed, focusing on reducing page size, optimizing images, and minifying code. Additionally, the development of 58 progressive web apps aimed to deliver faster and more responsive mobile experiences.

Modern Content Formats

Embracing diverse content formats, including videos, data widgets, stories, and shorts, enabled publishers to cater to varied audience preferences effectively.

Discovery on Google Discover

Publishers optimized content for Google Discover, leading to a substantial 18% increase in active users, driven by prioritizing high-quality images and mobile-first articles.

Monetization Opportunity

Adoption of auto-ads by 48% of publishers streamlined ad optimization processes, resulting in a significant 56% increase in ad revenue across the cohort.

Better Performance

Publishers received personalized consultations to identify and rectify performance bottlenecks. Timely assistance was provided to address issues, resulting in a remarkable increase in the average Page Speed Insights score from 47 to 90.

Google News Activation

All publishers activated on Google News, leveraging the platform to expand their audience reach and enhance article distribution.

Diverse Distribution Channels

Leveraging the NCLC framework, 71 native apps were developed, facilitating easier access to content and enhancing reader engagement.

GA4 Integration

Integration of GA4 empowered publishers to gain deeper insights into content dynamics, enabling more informed decision-making.

Results & Impacts

The implementation of these strategies yielded remarkable results. (Measured across the 100 publishers in stage 2 of the program)

0%

improvement in Core Web Vitals

0%

increase in active users

0%

increase in Pageviews

0%

increase in ad revenue

Conclusion

Key Takeaways:

Collaboration and personalized support are essential in addressing publishers’ performance challenges effectively.
Embracing diverse content formats and distribution channels is crucial for audience engagement and retention.
Prioritizing user experience, including site speed optimization, is instrumental in achieving performance goals and enhancing revenue streams.

The success of the Program exemplifies the transformative power of strategic interventions and collaborative efforts in enhancing publisher performance. By prioritizing user experience, embracing modern content formats, and leveraging innovative distribution channels, publishers can thrive in an ever-evolving digital landscape, achieving sustainable growth and audience engagement.