Den debuted its preview site in May (in what Internet folks call a "soft" launch), featuring a few segments of 10 video shows and limited interactive features. The revamped site (the "hard" launch) will be unveiled in mid-October, with 30 shows, chat rooms, and other popular Web features.

Costs have been controlled and operating expenses would have been unchanged on the same period of 1998, but for the exceptional cost of a re-branding project now under active consideration. "A soft, internal launch is scheduled for the autumn with a hard launch next February, after Ramadan," says Abuzeid.

During the first few weeks of service, being referred to as the "soft launch," officials are concerned with getting the purple and green, 20-seat buses on the road to let people know they're there and to iron out any bugs in the system.

The "hard launch," takes place Feb. 13 with official ceremonies accompanied by an advertising blitz.