The Hindu : Business : Rediff launches content sharing platform

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Wednesday, Jul 11, 2007
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Rediff launches content sharing platform

Staff Reporter

The site, iShare, is meant exclusively for Indians

Targets maximum online users
Tie-up with organisations planned

NEW DELHI: Popular online community portal Rediff.com on Tuesday launched its social content sharing platform ‘iShare’ on its website that allows users to share videos, music and images. With the new initiative, the company aims at reaching out to a large number of Indians in the country as well as abroad and give them a platform to showcase their talent on the Internet.

“Today we have very popular social networking sites like Youtube and orkut, but there was no site exclusively for Indians. This new platform will help fill this gap,” said Rediff.com Chairman and CEO, Ajit Balakrishnan, while launching the new platform. “Multimedia growth is driving the Internet in a big way. By bringing together audio, video and images through iShare we are targeting maximum online users. It will provide users a comprehensive multimedia experience on the Internet creating new opportunities for our partners to reach out to their audience,” said Mr. Balakrishnan.

He said the company was targeting over 50 per cent of people accessing Internet in India through the new initiative. “To make it commercially viable, we will also add advertisements with videos, besides tying up with various organisations,” he said, adding that, for instance, the tie-up with Zee TV would enable aspiring singers wanting to showcase their talent on its popular show ‘Sa Re Ga Ma Pa’ to upload their video and audio files on iShare.

“By launching the joint initiative, the channel will be able to attract more young audience, help build equity of the brand and will be able to enhance international footprint,” said Zee TV’s marketing head, Tarun Mehra.

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