Sense Entertainment, a youth-centric entertainment company, has launched Yuva, targeting the 28-lakh youth in Mumbai in the age group of 18-35 years. The company is promoted by Dangat News Agency, which distributes newspapers such as The Indian Express, Mid-Day, Hindustan Times, Lokmat and Sakal in Maharashtra. This is its first foray into publishing.

"It is an effort to reach out to young Mumbai," says Rahul Bage, CEO and managing director, E Sense. ESense roped in Chetana Institute of Research and Management in Mumbai to gain insights about the target group. The institute conducted research covering 5,000 individuals in Mumbai, across five months. Bage says that research unveiled that only 9 per cent of respondents went to discos and night-outs. It also reflected a gap between what the youth wanted and what the market was offering. "We want to bridge that gap," he asserts.... more