(12 September 2007 5:00 pm)

MUMBAI: Zee network's Digital Media Convergence Limited (DMCL) is expanding its presence on the web through a slate of portals exploring genres like social networking, entertainment, sports, parties and service outsourcing.

It created the Essel Group's Indian Cricket League (ICL) website, which is functioning as DMCL's sports portal and now it has officially launched a page 3 format website titled Page3flicks.com.

Targeted at an elite audience (SEC A+, male and female) in the age group of 15-30+ years, Page3flicks.com will run on an advertiser-driven model. It has already roped in lifestyle brands like Bacardi, Sangini, Golds' Gym to advertise on the site.

"Currently we are testing the waters for a niche offering like this. Depending on the response received, we plan to upload premium content for subscribers, which will then provide an alternate revenue stream," says Satyabrata Das who heads the Isee project. Isee is DMCL's flagship platform to take the Zee library's content on mobile and the web.

"The site has been in the beta phase for over four months. Our in-house team is promoting the site through viral marketing. From internal reports, we have observed that users are spending an average of 12-15 minutes on the site, browsing through various sections," he said.

Apart from outdoor promotions, Page3flicks.com is currently being promoted on Zee Cafe, Zee Studio and Zee Music through endorsements by anchors on these channels, says DAs

DMCL has put in place a team of freelance photographers who will supply content for the site. Rajeev Walia is the design head, while Neville Darukhanawala is responsible for the overall content for the site. Former NDTV entertainment correspondent S Ramachandran has been roped in to play a role at an advisory level.

Das said that new elements and contests like 'Celebrity of the Month', 'Best party of the month' would be introduced in the coming months. "These contests will culminate with the 'Page3 Awards', which we are planning to host in December. We are currently putting in place a jury and categories for the same," he said.

Speaking about the content on the site, DAs said, "Page3flicks will have photographs from the most happening parties in town. Our focus will be on uploading pictures from parties as early as 20 minutes from the time that they get over."

Elaborating further, he said, "In the last few years, there has been a rapid growth in the number of lounge bars, discotheques and party culture in metros. It is turning out to be huge industry and Page3flicks.com will bank on images from the resulting party circuit."