Rediff (NSDQ: REDF) Chairman and CEO Ajit Balakrishnan claims, in an interview with Mint, that iShare has over one million viewers a day, and a user base of almost six million. The tie-up with Zee’s TV show Sa Re ga Ma Pa Challenge isn’t generating any revenue, but Rediff is in talks with other shows for tie-ups. My guess is that Rediff is looking at these tie-ups as means to generate traffic - something Sify did (paid for?) for Indian Idol and other events. Still, iShare only has Airtel as it’s lone advertiser.

Rediff appears to be keen on sticking it out in the social networking game; Balakrishnan says that “Social networking is to an online property what sit-coms are to a general entertainment channel: It’s a must.” The company is working in adding social networking features to iShare.

I just checked the site and there appear to be two tie-ups which we haven’t covered before: iShare has content from two BCCL (Times Group) properties - Zoom TV, the groups entertainment channel, and Bollywood magazine Filmfare.