Promotional (Paid) News in National English Dailies of Delhi

With the top two English dailies, Times of India and Hindustan Times, in the country initiating paid feature content, it remains to be seen whether other dailies, be it English or regional, follow suit.
The Times of India has the Medianet where features are placed in such a way that they neither represent as paid content nor advertisements. For TOI, these sections are distinct from paid advertisements, advertorials and special supplements and are highlighted as sponsored features.
Now Hindustan Times has come up with an initiative called ‘Brand Promotions’ which in nothing but a promotional feature exercise as Hindustan Times’ supplement HT City confirms the initiative with a message that accompanies such features that states: “We would like to inform our readers that some of the coverage of events that appear on the party page is paid for by the concerned brands. We would like to emphasise that no sponsored content does or shall appear in any part of HT without it being declared as such to our valued readers.”

Source: http://www.exchange4media.com/51006_ht-launches-its-own-medianet.html