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Rediff.com launches ‘iShare’; Zee TV’s Sa Re Ga Ma Pa to become first leverage

Rediff.com launches ‘iShare’; Zee TV’s Sa Re Ga Ma Pa to become first leverage

Author | exchange4media News Service | Wednesday, Jul 11,2007 9:06 AM

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Rediff.com launches ‘iShare’; Zee TV’s Sa Re Ga Ma Pa to become first leverage

Rediff.com has announced the launch of ‘iShare’, a social platform that allows users to share videos, music and pictures. With its ability to deliver videos and audio content, iShare would be offering new opportunities for the Indian youth to showcase their talent on the Internet. The platform seems to be an amalgamation of the key features of Orkut, YouTube and Limewire.

Ajit Balakrishnan, Chairman and CEO, Rediff.com, said, “The increasing usage of mobile phones with digital cameras has changed the way users consume digital media. With broadband becoming affordable and social networking taking off in India, we believe that iShare will provide users a context to connect and enjoy a more comprehensive multimedia entertainment experience on the Internet creating new opportunities for our partners to reach out to their audience.”

On being asked how different iShare was from YouTube, Balakrishnan replied, “No other site can upload videos and provide a user profile as fast as we can.”

Rediff.com also announced a joint initiative called ‘Voice of Rediff on Zee Saregama’. The initiative will provide an opportunity to aspiring singers to showcase their talent on the show Hero Honda Sa Re Ga Ma Pa by uploading their videos and audio files on iShare. One lucky winner will be chosen from the top five shortlisted entries by the show’s judges – Vishal and Shekhar, Bappi Lahiri, Himesh Reshamiya and Ismail Darbar. The lucky winner will then perform in the final episode of the show.

Commenting on the initiative, Tarun Mehra, Head-Marketing, Zee TV, said, “Since music is a national language across borders, iShare will help Sa Re Ga Ma Pa to reach out to our audience across the world. We also plan to open another conduit for our viewers in India and abroad, to showcase their talent.”

Speaking on preventing misuse of content, Mehra said, “We have special moderators who would keep a check on content uploaded and user policing. Also, our users can report abuse in case of any inappropriate content.”

With multimedia entertainment in the Internet expected to be one of the fastest growing segments online, iShare provides all hosting and bandwidths for free. It can upload videos directly from the mobile handset by converting various video formats into Flash video. It also provides the users with viral tools that include showing a commercial before or after a user’s video and sharing of revenue. It has taken into consideration all elements of protecting user contents and privacy rights.

Balakrishnan further said that their promotional activities in the Internet domain would be through word of mouth. He added that Rediff’s alliance with Zee and good users were the key strategies for ensuring iShare’s success in months to come.

Tags: e4m

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