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Whether one has been here for 30 years or has recently
immigrated to North America, The Indian Express is a brand
that Indians recognize most. However, as more and more
Indians immigrate to find opportunities in every field
of economic endeavor, the need to "go home every
week" has never been greater. The Express Group recognized
this opportune time to serve this booming Non Resident
Indian (NRI) population in North America through a weekly
edition, specifically designed to meet their needs, tastes,
and discerning standards they have come to expect.
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Launched
in June 2000 by Eastern Media Holdings, Inc., a subsidiary
of CinéMaya media, Inc., under a franchise agreement
with The Express Group of India, The Indian Express North
American Edition (TIENA) (tabloid format) fills a need
for Indians, who want to stay connected to their motherland
and the community in this region. The reputation of the
brand allows for the instant connection between the reader
and the paper. It is news they can trust, stories they
can share, and content they can enjoy. It's something
they know. It's something from "home."
Time
Magazine has earmarked the Indian-Americans as "A
model community." Their per capita income is higher
than that of the mainstream US income. It is a community
that has denoted itself as successful, entrepreneurial
and culturally strong- rooted. They are a new generation
of educated professionals and entrepreneurs that have
struck gold in new territories and established themselves
as the undisputed crème de la crème. The
Indian Express helps them to acclimatize to a whole new
set of rules in an alien environment.
The
goal of TIENA is to serve this community by providing
information that they need, to give them a glimpse of
home every week and keep them in close contact with the
happenings in the fast growing Indian community here.
Towards that end, every week TIENA brings the most pertinent
news in India, events in various fields that appeal to
every Indian in North America. With its rich mix of news
about politics, entertainment (Screen Magazine section),
business (Financial Express section), sports, community
events, and plaudits for members of the community, it
aims to achieve that exalted status The Indian Express
enjoys in India.
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