(29 June 2006 8:00 pm)

MUMBAI: The Sify Limited-owned broadband portal www.sifymax.com has unveiled www.mumbailive.in, a city-centric broadband website for the city of Mumbai. The website will be formally launched in the first week of July, while the publicity initiatives will break on 5 July.

Mumbailive will showcase original Mumbai-centric video content created exclusively for an online audience. The videos will focus on city news and events, entertainment, celebrities, lifestyle, commerce and politics, anchored by Net Jockeys (NJs), a new concept introduced in India by Sify. The Njs will also present daily news bulletins on video, covering the latest happenings in the city.

The website is India's second city-centric broadband website after Bangalorelive which Sifymax launched in March this year.

Offers Sify Limited senior VP Interactive Services Surya Mantha, "We intend to introduce more such city centric websites with the sole objective of creating a community of caring citizens for whom this becomes a platform for people to share their views, discuss hot local topics and build their own personal space online."

Sections including Gossip, Bol Bachchan, Hip Haunts, late Night, Cat Walk and The News update the user on Bollywood, the clubs, the music, news, hot topics, and live latest traffic status. It also offers the user a chance to participate in discussions on the topics that affect their city.

The site also has sections such as Corporate Scan, India News, World News and Technology News. Users can participate on city polls under Hard Talk and vote for their favorite Bollywood stars on Opinion Poll. Mumbai Bazaar features jobs, real estate, autos and matrimonials, where users can post free classified advertisements.

Sifymax has associated with theatre chain Cinemax, to offer real time ticket booking service through Mumbailive. The website will be updated six times a week, with six webisodes.

Sifymax Interactive Services head Niyati Shah informs that the website content will be offered ree-of-charge, while the company expects advertising to drive the revenues.

Shah further adds that Sify is planning to get into associations with mobile phone operators for content syndication. "We are in talks with some of the mobile phone operators for creating a WAP site, based on the Mumbailive content. A deal will be signed soon," says Shah.

According to Shah, Sifymax is generating the content through its in-house editorial wing. "We have a dedicated team working on the content part and we also possess a production studio. That means all the operations are done in-house."

The promotional campaign for the broadband website will cover outdoor and radio. "We have associated with Radio City for promoting the website on radio. We have also inked a tie up with Cafe Coffee Day to promote the web site through its chain of coffee shops. Our 256 Iway cyber cafes in Mumbai will also feature in the plans," says Shah.

While O&M is handling Sifymax's creative duties, Optimum Media Solutions (OMS) is taking care of the media account.

Speaking on the future plans, Mantha informs that, Sifymax is planning to take the broadband website initiative to all the major cities in the country. Adds Shah on the immediate plans, "We are targeting Delhi and Kolkata next."

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SifyMax launches city-centric broadband portal