DNA launches Augmented Reality application

28 Jun,2013

By A Correspondent


English daily DNA has launched an 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.


DNA Editor Ravi Joshi said, “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 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 newspaper 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 www.dnaindia.com/apps. The entire application and the technological backbone has been built by Prisma Global.


Amitabh Roy Chowdhury, Executive Director & COO of Prisma Global, said, “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 increasingly discerning readers. For today’s increasingly info-hungry, Google-addicted generation, this app whets their appetite for augmenting real news with add-ons in the palm of their hands.”


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One response to “DNA launches Augmented Reality application”

  1. Siddhu says:

    It seems India is getting transmitted to the Augmented world. The beauty of Augmented Reality is connecting two different worlds: online and offline via mobile.