FTV rolls out portal and mobile site, ties up with Hungama Mobile

By , agencyfaqs!, New Delhi | In Digital | January 24, 2008
The fashion and lifestyle channel has launched a mobile site and a website with interactive elements


TV (FTV) has launched a portal, http://ftvindia.co.in, targeted at fashion and lifestyle conscious Indian youth. The website will allow consumers to watch video clips live as they are being broadcast on FTV.

The website holds community features with an interesting space called My F Mag, which allows visitors to create their own profiles and share videos, photos, fashion news and trends, and interact with like-minded fashion enthusiasts. The site has a quiz section and other content such as fashion trends, photo shoot videos and games.

Speaking to agencyfaqs!, Tarun Srivastava, business head, FTV, says, "We are looking at creating an India specific website as there is no destination online dedicated to fashion and lifestyle. The aspiration levels of people wanting to express themselves in the lifestyle space are high and the digital platform is important to be on. We are trying to give a gateway to international fashion to Indian consumers."

The website
FTV is watched in 35 million homes all over India, he claims.

The site has a blogging platform, FTV Style Blog, which invites users to express themselves and share their ideas and thoughts about the latest fashion and trends. Srivastava says FTV Style Blog will soon have blogs from the fashion fraternity - designers, models, celebs, aspirants and all fashion conscious people.

There is an FTV Mobile section offering ringtones, wallpapers and video content. The mobile marketing and entertainment company, Hungama Mobile, has created both the website and the mobile site, http://mobile.ftv.co.in. Consumers can download content onto their mobiles from this site; the content has also been made available on the operator portals of Airtel, Vodafone, Tata, BSNL, BPL and Reliance and on an SMS short code. The downloads cost Rs 10-30 each.

FTV's website will be promoted on the channel, the mobile site and through on-ground promotions during Fashion Week and other fashion related events. The site will also be promoted via banner ads on FTV's partner sites, to which its content is syndicated, such as SifyMax.

Hungama Mobile will conduct several activities to popularise the website. Neeraj Roy, managing director and chief executive officer, Hungama Mobile, says, "As 40 per cent of the people using the Internet log on to it via cyber cafes, we will use cyber cafes for consumer activation and inform the youth about the website through posters, mouse pads, etc."

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