Working with the national media for the last 27 years. During this long journey, I remained witness to changing dynamics of media from only Print to electronics and digital media. Now social media is a new challenge to organized media. Currently working with the timesofindia.com as a content editor. The timesofindia.com is a biggest news portal of India and stands second to New York Times news portal globally. Working with this digital news portal since 2008. I am first few early movers to digital media from print. Digital media is future and print is dying very fast particularly in the Metros. Now smart mobile phone is replacing most of the media platform. Media houses are busy 24x7 in evolving strategy to capture cyberspace. Presence in cyberspace is the key to success of any media house. With the emergence of cyber space, the biggest challenge was to create a synergy between the Times of India print and digital portal. Currently working on integration of print and digital platform. Working to make content strategy to bring traffic on the news site. Videos are fast changing news consumption pattern. Traditional mediums are breathing last under the pressure of technology expansion. Strategy includes both to bring organic and inorganic traffic to the website. In the process of value addition to news site, contents regarding travel, legal food and entertainment have been taken care of. Languages sites are getting prominence with the expansion of internet reach with 4G loaded smart phones. Being bi-lingual , can handle strategy both in Hindi and English.My journalism journey started with the Navbharat Times national Hindi daily in 1990.