``The site is an extension of MTV's offline activities. The USP of MTVindia.com is the wackiness and great music which are the benchmarks of MTV. There is a 3,000-strong registered user base even before the site has been launched. We will capitalise on the brand equity of MTV to capture the youth segment,'' MTV India managing director Alex Kuruvilla said. ``MTV brings the brand value associated with it and Asiacontent.com takes care of the editorial content, marketing and monetisation of the site. The revenue streams will be generated by online advertisements. Tie-ups with other sites including Fabmart.com are in the pipe-line for complementary services. MTV merchandise will be sold online sometime in the future,'' Asiacontent.com managing director Andrey Purushottam said.

At present, there are five channels on the site including my MTV, music, movies, campus life, romance and sexuality. The users of the site would be able to participate in the various offline promos and events conducted by the music channel. MTVindia.com users are allowed access to MTV.com's comprehensive database for information on domestic and international music through direct links. MTVindia.com has plans to serve as a platform to domestic music talent through its section dedicated to upcoming unlisted bands, college bands and artistes. New channels including adventure sports, hangout spots and careers would be hosted on the site within the coming year. Music and films with regional content will be accessible to the user shortly.