He said the new website was designed as a community for pre-teens to share their lifestyle through various facilities, including an area to post their photos and talk about places they go and what they shop for. The website also has an area where users can buy products.

He did not mention the exact financial and member targets of the site within the first year of operation, saying instead that it would be a period of gaining strength and attracting a certain number of members. Then in the second year, it will become more serious about arranging activities and marketing campaigns.

The website already has two partners, but Surachai declined to name them.

He said RS as a whole was focusing on new media, especially digital media. Launching the website is one of its strategies. Yesterday, the company launched a new look for the Max 88.5 digital radio station, which includes a new slogan "Sanook … Lum", as well as a new Max Boy logo. The radio station is run by RS subsidiary Sky-High Network.

Surachai said the company had spent Bt50 million to refresh the radio station.

He said the station had long adopted digital instruments in its operation. In the new look, the company expects the station to be more interactive with the audience. In addition, the audience will have more channels to access the station, including its website, Wap site and visual radio. With all the effort, it expects to attract more people aged 15-24 and more advertisers, particularly those in digital industries.

Sky-High has allocated another Bt10 million to arrange Max Day on May 20 in Siam Square.

Nitida Asawanipont, The Nation