Indiatimes.com, the flagship horizontal portal from Times Internet has been launched with a new design. Back in January 2012, the portal had launched a redesigned version in beta, and within months has launched yet another beta version now. The latest version, according to the company, is meant for offering users larger and relevant variety of content with an improved consumption experience.

The company claims that website will now offer users more original content with a focus on key content genres that audiences have been coming back for. The content strategy is a mix of both original feature stories as well as a curation of the best from the Times Network.

The company also says that the portal’s new user interface promises better content discovery and readability. The entire product enhancement process was influenced strongly by data-driven insights, content consumption trends, user interface performance and audience preferences.

“The home page in particular has been designed to optimise the time a user spends to get a quick overall perspective on what’s happening across a spectrum of topics. Over the next two months, additional categories in the space of interactivity and casual time-pass genres are expected to be introduced,” Times Internet said in an official communiqué.

The new Indiatimes.com also claims to offer more advertising formats on the website. “For the first time in India, a ‘dynamic ad spot’ or a moving ad spot is being introduced, which is aimed at avoiding blind spot tendencies and delivering higher CTRs,” the company added.

“The improved Indiatimes.com is designed to deliver more relevant entertaining and informative content via an enhanced user experience. With this, we are confident of engaging and growing our audiences more effectively, while generating good ROI for our advertising partners,” said Satyan Gajwani, CEO, Times Internet.