KUALA LUMPUR: This ‘not so new’ upstart website is not rivaling MalaysiaKini, but seems to be straddling a middle ground. ADOI spoke recently to Chief Executive Officer of The Malaysian Insider (www.themalaysianinsider.com) Sreedhar Subramaniam for the inside story…

Why another news website, is this a new trend? Or did you 'detect' a niche that was not served by other online news sites?

I felt that news in Malaysia is generally coming from a strong political bias, whether for or against the Government. Even those that try to stay the middle ground are being branded as either pro or anti-government. As a result, it is difficult from them to shed that perception. I am also a strong believer in media having the responsibility to influence positive values in a country. While many media organisations are doing this, I would like to add to these efforts.

For advertisers who would like to advertise on The Malaysian Insider, how would you position or profile your readers for the purpose of media planning?

Our paper is currently targeting the English speaking public and due to the nature of the media channel, we are attracting English speaking office people who most likely have internet access in the office or at least in the home. Our web statistics and analytics show that most readers or viewers are surfing our site during office hours. This probably means we are attracting the net savvy PMEB's (Professionals, Managers, Executives and Businessmen). It is probably a mixed crowd at night but I would guess that most of these are also PMEB's. We are conducting further research to profile our readers.

How do you negotiate the political minefield when it comes to news about our political landscape, which is changing by the day. Are you worried about being banned or is that not a problem?

One of the core philosophies of our brand and paper is that we deliver USP content. U-S-P stands for unity, security and prosperity. We aim to report and analyse responsibly, with constructive criticism where needed and bring about positive influence in all areas of life in the country. This means not just politics but also businesses, communities and most importantly, in families. If you do not see that already, it is because we need to hire more guys and gals to deliver this. So, am I worried about being banned or facing "the music"? The answer is no. My hope is to work closely with all in authority to bring about a great future for this country.

There is word on the streets that Malaysian Insider is a by-product of what the ruling political elite thinks. Is this true? Or are you impartial? Who's behind Malaysian Insider?

When I used to work in the broadcasting industry, I debated the issue of media bias with local and foreign news agencies. The conclusion of the matter is that news without bias is boring as it is just a report of facts. Perhaps it is better said that news with a balanced perspective would tell an interesting story that informs. The talents in news content development are all friends and know each other well. Most of them are or have worked in mainstream media. When they join The Malaysian Insider, they need to put on a balanced perspective. Otherwise, they will be counseled out. Who's behind The Malaysian Insider? I have people of all kinds of political persuasion with us. Read what we say. This I believe puts us in a position of strength, especially when we hold the middle position in reporting.

Where do you see Malaysian Inside in two years time?

God willing, my hope and vision is to see The Malaysian Insider be able to deliver on its U-S-P philosophy and be the internet newspaper of choice for the Malaysian public. In the process, make the paper a business and financial success.