(By Preethi J & Nikhil Pahwa) Digital entertainment company Hungama is set to launch its content subscription service, offering consumers access to music and Bollywood-related content like wallpapers and ringtones. Hungama has fallen a tad short of its goal to "reincarnate as a complete entertainment portal with some mind-altering deals". Unlike the deployment the company did for BSNL earlier this year, Hungama.com does not feature Flash-based games. It does not offer wallpapers for desktops, a lounge where users can discuss latest movies, nor any particularly striking social features - what it is is a shop, period. The site has ensured most of the basic amenities are available such as a search, ratings & reviews, a playlist (called wishlist) and a shopping cart; it has also added a few extra touches in the form of a preview for songs (radio and lyrics sites such as Songfacts.com offer a similar button that streams songs); video previews are 30-second clips. It also has a news section, where BollywoodHungama.com is being streamed. Its showcase window for songs is a blatant imitation of music player iTunes' cover flow, which lets you elegantly slide through album covers of songs. Since it is the first site to offer Indians legal music and video downloads, it will be interesting to observe what traction it receives. Content, Formats, Lyrics, Discovery Hungama.com's library has over 100,000 music tracks, dialogue snippets & ringtones, 20,000 videos and 50,000+ mobile wallpapers. Besides Bollywood, it includes regional content from 8 film and music industries…
