Launching a catalyst for digital growth
Digital native publishers are constantly experimenting with new storytelling formats, multimedia experiences, and audience engagement models. While they are actively driving innovation, gaps in technical expertise and resources often hold them back. That’s why the Google News Initiative launched the Digital Natives Catalyst program across India, providing these publishers with the knowledge and tools to appeal to digital-first users.
The pilot program ran from August through October 2025 in partnership with FT Strategies and Mediology Software and consisted of three modules: a business strategy health check, a deep technical diagnosis, and implementation support. The Google News Initiative identified 17 publishers to take part in the first module and then chose the 10 who showed the most readiness for growth to complete two additional modules. All 17 participants received free one-on-one consultation with FT Strategies and a recommendation report for developing sustainable long-term strategies.
From diagnosis to data-informed implementation
The second module included a review of the publishers’ tools, engagement systems, revenue models, and audience intelligence. “It was an excellent starting point, providing a clear status score and an objective, holistic view of our strengths and, more importantly, our gaps,” says Anurag Kalita, head of digital marketing for EastMojo.
For Module 3, each publisher then chose their own implementation track designed to further their digital maturity. Some used NotebookLM and Gemini to generate summaries, short-form news, polls, quizzes, and podcasts for richer content experiences. Others focused on audience optimization through Google Analytics, setting up custom events to precisely track engagement. And still others underwent thorough revenue audits to build sustainable growth with ads and subscriptions.
Throughout Modules 2 and 3, the Google News Initiative conducted three workshops and one special session hosted by YouTube to help publishers adopt best practices in data, video, revenue, and the use of innovative news tools. “What stood out was how practical and relevant the entire process was,” says Rana Das, founder of Kolkata 24x7. “Every session, tool, and interaction added real value, from identifying quick wins to shaping long-term strategies for audience growth and monetization.”
Making gains in engagement, visibility, and traffic
One participant struggled with discoverability and visibility in search even though video had become one of their key storytelling formats. Through the Digital Natives Catalyst program, by adding structured data for video, ensuring videos appeared above the fold, and aligning metadata with Google Discover and YouTube indexing standards, their team was able to increase video indexing by 90 percent within 30 days.
Other publishers made steady gains in engagement, visibility, and traffic, with measurable wins recorded across the cohort even while the program was still underway. Participants also appreciated the Google News Initiative’s support throughout the course. “The best thing was working with experts directly and having one-on-one conversations,” reveals Ankit Dubey, technology head at The Wire. “Now we know our gaps, and we are filling them in with the Google News Initiative’s help.”
“The Digital Native Catalyst program has transformed our digital strategy from reactive measures to a data-informed, systematic framework,” Kalita says. “It has provided us with not only the ‘what’ (the gaps) but also the ‘how’ (the high-impact actions) to progress toward becoming a digital leader.”