About five years ago, Marium Chaudhry, an executive producer at Pakistan’s top news channel, decided to create a start-up aimed at younger people.Her idea for this came about during Pakistan’s 2018 election cycle, when Chaudhry discovered that while the channel she worked for was broadly respected within the country, it was failing to bring in younger audiences who felt disconnected.She learned this wasn’t because the young people were uninterested in the news or didn’t care about what was happening with the elections. They were just interested in different aspects of the issues and the candidates, areas that traditional media were not providing them.

Origen: The secret to engaging younger readers: ‘You have to adapt to your audience – they will not adapt to you’ – WAN-IFRA

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