GENERATION Y with its brash attitude, street smarts, financial savvy, its ability to strike a balance between work and play, computer literacy and ability to keep abreast of hi-tech developments not to mention the latest movies, has been around for a few years in Israel, but is now being officially recognized - at least in terms of its apparel needs and tastes. TwentyFourSeven, a new Israeli fashion label that incorporates a broad range of around the clock attire for people in the under-30 age group, is being launched this month at an investment of NIS 35 million, and its partners plan to have 16 branches by the end of the year and 30 by the end of 2008. The new guy on the block is the brainchild of Eli Berkowitz, Yossi Brosh and Sergei Deri, all managers at Renuar who put their heads together and decided that the Y Generation, which is always in a hurry and itching to go, should have a one-stop shopping outlet for all its clothing and accessory needs from early morning work-out to sleep attire and everything between. All sales staff in the new chain will undergo special training so as to acquire expertise in styling, as well as sales, so that they can provide the most comprehensive services to customers. In addition, a special Internet forum of young women aged between 16-22, will be set up to convey ideas and information about anything and everything that interests and affects people in this age group, with particular emphasis on the way they dress and what appeals to them. Collections, which will change frequently, will be based on data gleaned from the forum. According to branding manager and head designer Ron Kahn, it is extremely important for young people to be involved in influencing changing fashions and deciding on what should be in vogue. The initial TwentyFourSeven stores will be in Tel Aviv's Sheinkin Street, the Jerusalem Mall, the Ayalon Mall in Ramat Gan, the Negev Mall in Beersheba, the Gold Mall in Rishon Lezion, the Avnat Mall in Petah Tikva, the Kiryat Ono, Bat Yam, Haifa, Rehovot and Modi'in malls, Big Poleg and the Sharon Mall in Netanya, the Giron Mall, Ashkelon, the City Mall and Power Center in Ashdod and the Emek Center in Afula. EL GAUCHO, the South American restaurant chain specializing in Argentine-style grilled meats, has launched a new NIS 1m. advertising campaign under the slogan: "El Gaucho - There are no holy cows." Now celebrating its silver anniversary, El Gaucho has branches all over the country ranging from strictly kosher to non-kosher. The advertising campaign will be run by Inbar, Merhav Shaked Advertising Agency. YOU'VE HEARD of reverse psychology. Well, now there's reverse marketing. The Israel Broadcasting Authority, which has consistently used coercive means to get people to people to pay a broadcasting levy on television receivers in their possession is intensifying its efforts. It's one of those rare cases in which the public cannot find any logic for having to fork out money to keep a state- owned entity going. Most members of the public cannot understand why they have to keep paying tax for a receiver on which they paid purchase tax and VAT at the time of acquisition. The value of the item deteriorates with time, but the demand for the license fee continues. Many people, even the most intelligent, mistakenly believe that they are paying for the channel, and some claim never or seldom to watch it because they prefer cable and satellite programs. Others say that in an era of commercial television, there is no justification for paying for public broadcasting. They still don't get the message that they're paying for the receiver. Since the reduction of license fees and the resultant affect on the IBA's income, the IBA has started a massive door-knock campaign in its efforts to track down recalcitrants. Initially, the campaign was conducted on a regional basis, Avi Katz who heads the license fee department told IBA management, but now it will become a national mission to track down everyone who is in arrears in their payments. Anyone who refuses to pay, said Katz, will have a lien placed on their bank account. Katz is also considering taking court action against people who do not respond to notices about license fee payments or who claim not to own a television receiver when there is evidence to the contrary. It should be noted that in its broadcasts related to compulsory payment of the license fee, the IBA makes the point that not receiving a bill is no excuse for non-payment. It will be interesting to see what happens when technology progresses to the stage that all television programs will be accessible through personal computers. Will the IBA attempt to change legislation so that people with PCs will have to pay a license fee? And, if this does happen, what sort of reaction will there be from the haredi community large sectors of which own PCs, but will not allow a television set into the house? TNUVA'S YOPLAIT 360 has won the prestigious World Star packaging award. This is not the first time that Tnuva has won a World Star award, but the company attached more importance to its latest victory because it has been producing provitamin beverages for less than a year. The award ceremony will take place in May 2008. AS MARKETING campaigns go, an outlay of $20,000 is really chickenfeed - but then it depends on how it's spent. Jerusalem Capital Studios CEO Gabi Rosenberg decided to spend it on representatives of his company's major clients by paying for their participation in an international journalists' conference organized by the Tel Aviv Journalists Association to be held in Eilat November 27-29. JCS will pay the traveling and accommodation expenses for 40 journalists representing CNN, BBC SKY, FOX, ZDF, ITN, RAI, TV2, AP, ARD, TVE, RTL and others. Rosenberg said he was pleased to have the opportunity to strengthen the relationship between JCS and his clients and to be able to be of service in bridging gaps between Israeli journalists and their foreign colleagues. IT'S NOT often that a tourism minister from one country promotes tourism to another unless they happen to be neighboring countries or the promotion is within the framework of something related to the EU. French Tourism Minister Leon Bertrand, whether by accident or design, has promoted the fish restaurant at Kibbutz Ein Gev, simply by choosing it as the place in which to celebrate his mother's 80th birthday. His party received an effusive greeting from restaurant manager Yitzhak Granit. Using fresh fish from the Galilee, Chef Baruch Oren prepared a feast that included a variety of salads and, of course, a birthday cake. The bonus was a meeting with historian Mickey Tsur, one of the founders of Ein Gev, who regaled the minister with many stories about the area. It was an experience that neither the minister nor his mother will forget in a hurry. Of the many photographs taken, there were enough against the backdrop of the restaurant's name to ensure that the restaurant comes to the attention of French tourists planning to visit Israel.