Rediff Plans Regional Content For iShare; What's The Business Case For Video Content In India?

Rediff has announced plans for focusing on regional content for iShare, in order to help “overcome the mindset that multimedia content on internet is only in English” as per VP (Marketing) Manish Agarwal, [via UNI]. Earlier, Business Standard had reported that Rediff was in talks with media companies for uploading content on iShare, and also “trying to find music groups”. Well, when it comes to looking for bands in India, one doesn’t need to go further than RSJ and Gigpad. Another broadband content portal that came up recently was ChennaiLive from Sify…and there’s DelhiLive as well, though the launch apparently wasn’t announced.

Is it too soon for video content in India? And what’s the business case- Does the bandwidth cost for video content justify the measly advertising revenue from India (given that it’s going to be fragmented across various sites)? Remember that video streaming isn’t yet making money for NDTV and Web18. Secondly, broadband really isn’t taking off in India, and watching video after video with all that buffering is quite a pain. Anyway, though many of us shoot videos and photos like crazy …how many of us upload these to public sites? I’m more bullish on private, closed groups for such content – like in case of Facebook, I think you’ll find more people uploading personal photos than on, say, flickr. And with all these issues, Rediff goes ahead and plans to segment its video content by region? I’m not sure of how it worked out for SifyMax, but I’m not too bullish on regional segmentation of video content, unless it’s premium content like films.

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