Of our five major traffic drivers - CineMaa, News, Sports, Astrology andSingles Club - we're beginning by making CineMaa a more involvingexperience.''

First in this initiative to build interactive content is the recent launchof a virtual CineMaa Stock Exchange. Mr Katiyar says that the novel conceptcould also extend to cricketers, politicians and celebrities.

The Microland-promoted portal is also exploring the possibility of doingWeb-based Bollywood-centric events. The portal has already startedpartnering with production houses to build exclusive Websites to promote newmovies. Following the launch of Refugee Website in July, the portal iscurrently the official Website for Mission Kashmir. ``We're eyeing bigbudget movies with scale, romance and grandeur,'' says Mr Katiyar. ``Ournext step will be to include Hollywood and Tamil movies.''

Also, taking cognisance of consumer interest and competition, Indya.comhas undertaken revamp of channels like astrology and eCampus. To boostcontent, the horizontal is also talking to players in the field of finance.Under CineMaa Stock Exchange, registered users are provided with 20,000sikke (virtual currencies) that they can use to create their own stockportfolios. The value of the listed films, stars and film-albums keepschanging on a day-to-day basis, which in turn affects the value of the user'sportfolio. Once the value of stock crosses 30,000 sikke, the users canredeem the excess sikke for gifts like CDs belongings of Aishwarya Rai andT-shirts signed by Hrithik Roshan.