Motto Is Go out & Shoot: Ritu Kapur on the Quint’s WAN-IFRA Awards

Co-founder of Quintillion media, Kapur, talks to GXpress about medals at the WAN-IFRA, and what The Quint stand for.

The Quint was the only team to win three gold medals. (Photo: The Quint)

On 21 September, The Quint won four medals at the South Asian Digital Awards 2016 presented by World Association of Newspaper and Publishers (WAN-IFRA). It won gold medals for the Best Online Advertising Campaign for the campaign #IAmShatterproof, Best Reader Engagement, Best Use of Online Video for ‘The Wild West Of Uttar Pradesh‘ and a bronze medal in Best News Mobile Service.

Talking about the accolades and her journey as the co-founder of Quintillion media, Ritu Kapur told the Australian magazine GXpress that the success of The Quint lies in not what they have learned, but what they have “unlearned” over the years.

At the WAN-IFRA’s India conference, Kapur fronted up with team members to collect the site’s medals.

The Quint won four medals at the WAN-IFRA awards. (Photo: The Quint)

“Video for digital is completely different from broadcast,” she told GXpress. The motto at The Quint is to “go out and shoot”, with innovations including selfie-stick based interviews, where “formality goes out the window.”

The Quint’s focus is on “mobile in every sense,” she said, adding that the idea is to experiment with new formats, “discovering that 30 seconds could be too long, but viewers would watch long-form work of as much as 11 minutes, as long as the content is compelling and unusual.”

Ritu Kapur and Rohit Khanna accepting the awards. (Photo: The Quint)

“The content is frequently confrontational, and subjects are encouraged to put themselves on air, shooting selfie interviews with their own phones. And for reporters, production of real-time video – complete with text and no time lost – can be so empowering,” Kapur said.

Quintillion’s three gold awards –for best digital ad campaign, use of online video, and best reader engagement – were among nine categories presented at the South Asian Media Awards in Kolkata.

Source: GXpress.net