Updated below
Web18’s first lifestyle offering is going to be focused on women – a portal called Indiwo.com. Agencyfaqs reports that the broad sections will be life and work, money matters, home decor, beauty and fashion, pregnancy, health and diet, relationships and motherhood, and feature an expert panel.
Sounds like an online magazine to me, but Ajay Chacko, Marketing Head of CNBC-TV18 says that they will push user interactions. If Web18 can get enough of a cross-media push from other TV18 properties and develop a dedicated userbase, the site would have good potential for advertisers, particularly for branded spaces. This approach of developing content and then enabling interactions is markedly different from that of the overhyped Sunsilk Gang of Girls, which allowed users to create their own space and content and discuss whatever they want. I tend to lean towards the latter form of interaction, but how many advertisers and brand managers today understand online user behavior anyway?
Update:
The site has gone live – it has discussion forums and video content, among other things. Experts roped in include make-up artist Clint Fernandes, Dietician Anjali Mukerjee, Apoorva Shah for hair, Leena Mongre for fitness.
Hmm…there are some men on the forums too- I wonder if Web18 is going to watch over the forums to prevent any misuse.
Incidentally, moneycontrol.com has also received a facelift – but that’s all it seems to be – a cosmetic change. Still very ad-heavy and a pain to go through.
Related:
– Zapak Plans A Gaming Site For Girls
– P&G Launches Branded Space – BeingGirl.co.in
– Unilever Plans To Replicate Gang Of Girls Model Internationally
Disclaimer: I own an inconsequential number of shares of TV18 and its de-merged entities.
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