Manian's recipe for accomplishing this tall order includes key ingredientssuch as a proposed record label which will help young talent identifiedthrough the site cut their own albums. This should be operational over thenext few months. The site will also have an MP3 player installed in the nextfew months, enabling surfers to download music from the site.

Then a virtual shopping mall -- Oyestreet, which will hit the site in June thisyear, will sell all kinds of youth-related products such as books, music,second-hand bikes and guitars and even college notes. The company is alsobanking on its careers and job placement section to take off in a big way.

Contests, national-level debates and quizzes and a whole host ofyouth-related activities with great on line and offline potential too areexpected to get the target audience ticking.

Says Manian, ``Any kind of creative expression and lateral opinion will findsupport with us. We are also willing to produce movies for upcomingdirectors if the concept is radical enough. The endeavour is not to become asuccessful Website alone but to spawn a community such that it becomes aforce to reckon with,''.

Already sections on the site on Love, Life, Learning and Leisure areattracting hits by the droves. But it takes repeated hits to make aOyeindian says Manian. Even with the hip, `attitude is everything', `dareand bare' air about the site which has teenagers willing to bare minutedetails of their sex lives on the site, competition from rival youth-centric sites on the Net is hot. Unfazed, the company is determined tocreate a 1.5 lakh strong community of loyal Oyeindians in the next sixmonths alone.

To that end, the company has identified nine major cities across the countrywith a high incidence of Internet usage. These include Mumbai, Delhi,Calcutta, Bangalore, Pune, Cochin, Ahmedabad and Coimbatore. The Websitewill be promoted through four to five major colleges in these cities. Thecompany has already recruited 30 representatives in major colleges acrossMumbai, Delhi, Calcutta and Chennai. `` Employed on a stipend of Rs 2,500per month, these college representatives are entrusted with theresponsibility of generating content for us. They act as ambassador of sortsfor us, generating information and awareness about the site among peers,''says Manian. The company is estimated to have appointed a total of 75college representatives over the next few months.

Whereas mass media advertising for the site will kick off in the mid-week ofMay -- it will account for no more than 30 per cent of Oyeindia.com's adbudget. A major part of the promotion budget will be spent on the 32-oddoffline activities and events lined up for the year. For instance, a youthfilm festival is waiting to happen in Mumbai in the next two to threemonths. Also coming up is a three-day sixties style mini woodstock inBangalore which will be the venue of national-level debates, music shows,performances and a host of other community building activities under oneroof.

Even as no figures are forthcoming, Manian expects the site to start makingenough money to sustain itself in the next 18 months. Where advertising onthe site will be a major source of revenue, companies will be charged forrecruiting students from the site's students' professional programme page.Content syndication too is expected to bring in its share of revenue for thesite. In the long run, Oyeindia.com's revenue stream is expected to broadenwith the record label, sale of consumer databases and on line shopping. Thepromoters are toying with the idea of funding college- level research in thearea of product design.