What is T2? A chillout zone, pub, shopping mall, gym or something else? This question was asked in a teaser campaign spanning print to outdoors in January this year. Nobody possibly guessed the answer because this city has not seen something like that being launched with such a hype.
Launched on February 2, T2 is The Telegraph's new tabloid supplement. Just for record, it comes in a tabloid size (Like Mid Day) and hence is easy to handle even in a moderately crowded bus. So far whenever I've gone to Mumbai I've checked out Mid Day and of late Mumbai Mirror. All this while I've been really missing a quality tabloid in similar lines in Kolkata. Calcutta Times has had a tabloid feel but their lifestyle reporting, thanks to the Medianet policy of The Times Group is nothing less than pathetic. T2 captures content in lifestyle, cinema, TV, fitness and other entertainment happenings. It has borrowed the last four pages of Telegraph's daily city supplement Metro, limiting it to just consolidated city news. The welcome additions are a lead story everyday and lots of expert columns in fitness, grooming, dressing, decor, travel etc. The columns are being taken care of by well-known experts. Like Achala Sachdev has been assigned the grooming column, while the expert wildlife photographer and famous actor Sabyasachi Chakraborty handles travel. It also has an interactive element, like in the fitness section readers are sharing their weight loss success stories. The cinema section has been divided into Tollywood, Bollywood and Hollywood, full with more spiced up content.
It has also incorporated 'etc', the Friday entertainment supplement in itself. The reviews are more informative now, with ratings on acting, story, direction, music and technique. The regular and extremely knowledgeable film journalist Pratim D Gupta has started on film reviews and as expected is doing a good job of it.
The Telegraph readers are surely feeling blessed. Such a thing could come from The Telegraph only, who besides being the largest-selling newspaper putting others way behind, is known as a thought leader too.