Mid-day, a subsidiary of BSE listed Jagran Prakashan Limited, has launched Fullyfilmi.com, an online Bollywood portal, reports Afaqs. A few notes:Advertising: Currently, the website seems to display advertisements from Google and  it’s not clear whether any agency driven advertisements are being served.

Signing in: The portal allows users to create an account on the site via Facebook connect or registering on the site with email address, password and username. However, at the time of writing this article Facebook connect on the site does not seem to work. Once registered (via email), users can like/dislike stories and comment on the article. The liked and disliked articles do not ones profile page.

Photo Stories: The portal offers stories in the form of photos. It’s strange that the photo stories do not show any related content with it, losing out on further discovery of content, and for Mid-Day, more pageviews.

Downloads: The website also has a section that provides downloadable wallpapers in two resolution — 1024*768 and 1280*1024 — suitable for most laptops.

Not Mobile Optimized: The website is not mobile optimized. We believe the target user for the site would access the website from their internet enabled mobile handsets when on the move.

Apart from that, the portal offers brief 3-4 sentences news on the current Bollywood activities,  movie reviews on current Bollywood and Hollywood movies (syndicated from its parent tabloid – Mid-Day). It also offers news on events that take place in the celeb town, trailers of upcoming and released movies, and celeb portfolio.

Nikhil adds: Bollywood is among the most popular content categories around, and from a Mid-Day perspective, it is creating additional advertising inventory using content already available to it. One would assume that a separate vertical for Bollywood from Mid-Day will attract viewership, but with so many SEO optimized Bollywood sites around, we wonder where FullyFilmi will rank in search results. Perhaps the fact that it is from an established media brand like Mid-Day might help it attract agency attention. I’m reminded of Yahoo India’s OMG vertical, which targeted the same genre.