BANGALORE, INDIA: Seventymm, India's first online movie rental site literally takes movies to a new level. Besides allowing registered users to order their favourite Bollywood, Hollywood and regional films online, the site also has interesting segmentation of its users.

Registered users are classified by Seventymm into four categories: The 'Khosla Ka Ghosla' segment which consists of a big joint family where one family member may have the account but movies are viewed by the extended family.

This segment usually seeks the 'latest hits' as long as they are suitable for 'general viewing'.

The second category is 'Corporate', inspired by the Madhur Bhandarkar project, where the user potentially works for an MNC and is sufficiently exposed to the Internet, and has a fairly good idea of the kind of movies he is looking for.

The third category is vastly different though. Called 'Baghban', this segment consists of 'senior citizens' who want to relive memories of yesteryears by ordering and viewing classic and retro movies.

The last category is that of teeny-boppers -- high school or college goers who like spending as much time outside of their homes as possible, but do prefer to stay home and order DVDs on some weekends. This segment is aptly referred to as the 'Jaane Tu Ya Jaane Na' category of consumers. It goes a step beyond these categorizations.

Seventy MM carries out targeted marketing campaigns for each of these segments separately.

Anuj Mukherjee, vice president - marketing for Seventymm said, "The 'corporate' user spends a substantial amount of time online so the Internet is the best way to reach out to him, in contrast to a 'Baghban' user who would like to pick up a phone, speak to a representative and place an order. We make sure we serve the needs of all the four segments, after having understood their unique movie-viewing patterns and behaviour."

So, which category do you fit it? Read the article over again and figure out.