Ajit Balakrishnan, chairman and chief executive officer of rediff.com launched 'iShare'-a social content-sharing platform to publish and share videos, music and photos in New Delhi on Tuesday. Present on the occasion was Tarun Mehra, marketing head of Zee television.

'iShare' is seen to provide a richer context for users to connect and form a vibrant online community.

Elaborating on the concept, Balakrishnan said, "Increasing usage of mobile phones with digital cameras has changed the way users consume digital media. We believe that iShare will provide users a context to connect and enjoy a more comprehensive multi-media entertainment experience on the Internet creating new opportunities for our partners to reach out to their audience."

He offered to share advertisement revenue with whoever wishes to showcase his product. "We can sell these product with the help of our marketing unit and share the revenue," he said.

He admitted that rediff would face competition from the existing players in the same sphere. " We can put you on to 50 per of 22 million users in 30 days which no other site can do," he said.

When asked if and user can misuse the facility, Balakrishnan said that one per cent of such users can always be there. The readers can report an abuse anytime and a team of experts would take immediate action. "We cooperate with the law enforcing agencies in such matters," he added.