Press Releases2013

Jul 01, 2013
dna launches Augmented Reality application - 'dna it'

dna - India's fastest growing English daily has launched a robust augmented reality application (dna it) to further enhance the reader experience. Most of the important stories are supported with multimedia features including video playback, audio transcripts, image galleries, related web articles, etc

Ravi Joshi, Editor – dna says “In today's age when the young urbanite prefers to Google it, Tweet it and even WhatsApp it, we give our readers an opportunity to dna it. The ethos of the new paper is to ensure that the connect between dna and the readers is no longer a one way street. Interactivity is the only way forward and we are taking multiple steps to remain the most vibrant news paper product. The response has indeed been overwhelming.”

The 'dna it' app can be downloaded from the App Store for Apple and Android devices. Readers can also download it from The entire application and the technological backbone has been built by Prisma Global

Amitabh Roy Chowdhury, Executive Director & COO of Prisma Global says “This unique technology provides an excellent opportunity to amalgamate the print media with the mobile digital world, thereby providing relevant, timely, handy and augmented information to the increasingly discerning readers. For today's increasingly 'info hungry', 'google addicted' generation, this app whets their appetite for augmenting the 'real news' with the 'add-ons' in the palm of their hands.”

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