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Meera Mohanty

New Delhi, Oct. 2 Web18 has launched In.com, an aggregator portal, or an address on the Web that is the browsers’ gateway to news, videos, matrimonial and videos amongst other features on the Web.

The company which has more than a handful of web properties such as moneycontrol.com says that with In.com, Network18’s Internet business which emerged as a derivative of a TV channel is a strong independent entity.

“It is a horizontal portal, or gateway to the hottest content through a single interface,” claims the company. The media network’s Internet and mobile arm business quoting the internet marketing research company comScore, claims the beta or test version of the Web site already attracts more unique visitors to its Web sites than facebook.com, icicibank.com and Sify.com, ranking twentieth among portals in the country.

“This is largely to do with the type of content and the categories we already have, such as music mp3 and videos. It’s the popularity of the categories that I believe has increased the usage,” said Mr Rishi Khiani, COO, Web18. “Lot of traffic has happened by word of mouth, viral and through bloggers’ positive reviews,” said Mr Khiani. There’s also the promotionals or teaser campaign that ran on Network 18’s channels, and Mr Khiani believes services such as e-mails, customised portfolios, and live rss feeds are also proving attractive. A 360 degree full fledged campaign is to be launched on its Network’s and another ten channels soon.

In.com has been designed to be scaleable for languages, markets quickly. It has a super crawler that attaches qualitative attributes to the content, the piece of information also be given additional weightage by voting up or voting down for it. It is an international product with an Indian bias says Web18. Web18 also owns MoneyControl.com, Cricketnext.com, the “leading news portal” IBNLive.com and JobStreet.com amongst a host of others.

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