[by Cerius Shah] Sushma Swaraj will be beaming. FTV has launched its India centric portal and partnered with Hungama mobile for mobile content. We’d reported earlier that Hungama Mobile is distributing FTV content (as well as content from Paramount and Sony (NYSE: SNE) Pictures) in South Asia. The FTV website is fairly skeletal and has some video content coupled with a few features like blogs. There is a ‘Diamond Club’ coming soon, which on the international website is a behind-the-subscription wall service for paid members. Content in da Club offering includes access to live streams, access to archives, download to own for all videos, galleries, f.radio and special program and vouchers for approx Rs 580 per month. A small amount for all those nostalgic adolescent moments.

Nikhil adds: No moderation of blog posts on the site. I just posted a random test post, with a test image. No way to flag the content as inappropriate (though the image is hardly inappropriate). Instead of getting users to blog, I think FTV might be better off with fashion experts blogging on the site. Ftv.co.in isn’t the only fashionista in town, though. There’s already StyleKandy from the exchange4media.com group, and you have the likes of Sify and Yahoo! (NSDQ: YHOO) covering the fashion events in India (no love lost there). I wonder if the likes of Vogue are planning a site for India, or they’re content being in the burgeoning print magazine space.