[by Cerius Shah] IndiaFM.com has gone in for a re-design as well as a new name. Bollywoodhungama.com is the new skin for the entertainment portal. Not a lot different in terms of content. They have a tieup with ETC, but that has been around for a while, other additions include NDTV India and Eros international (who have recently started acquiring TV content themselves for bondemand.tv/). Interestingly, majority of the ad space on the homepage is provided by MSN, IndiaFM.com used to run Google (NSDQ: GOOG) previously, although it still has some text ads on the inside story pages.

Content is segregated a lot better, they run quite deep, although there are a few dead links. I presume they are trying to build a mini-social network with the MyBollywood page, its empty on registration. Here is a screenshot incase you don’t want to run through the constitution size registration page. They have a DVD review section, with a Buy/Rent button with only one title, logistics powered by Eros again.

The entertainment portal space is heating up, expect more portal launches in the coming days. Sources tell us IndiaFM had done some good revenues last fiscal, no idea on their operating costs though considering their employee strength runs the gamut from post production to copy editors. Will be interesting to see how these other guys react.