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After finishing with the fifth season of MTV Roadies, its popular adventure based reality show, MTV has launched the first online version of Roadies. It has tied up with Google to run this contest on Orkut.com, a social networking site.
According to the sources associated with the contest, “The online Roadies challenge will be carried out on a pre-existing Orkut community called MTV Roadies Battleground, which is being converted into a Roadies page.”
As in the offline version, participants in the online Roadies contest will have to clear various levels. And in each level, the participants will be assigned some adventurous tasks which they have to perform to stay in the contest. Online voting will be used to retain or remove a participant from the contest.
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MTV Roadies |
Once the application is downloaded, the participant can access the Roadies application on his Orkut profile page. The application enables the participants to interact with the MTV team and other community members.
To begin with, the MTV team and community members will assign particular tasks such as body piercing or dancing to the registered participants. Participants can submit the performed tasks in various formats, such as videos and photos.
Participants will be voted in or out of the contest through a voting process which will be accessible to the 1.67 lakh MTV Roadies Battleground community members.
The contest will go on for eight weeks on Orkut.com and it will be promoted through online and offline media. Offline, a 10 second teaser campaign is already running on MTV, while Google will be involved in promoting the contest through search engine marketing on the Internet. It will also use its AdSense program to place contextual ads related to the contest on sites which carry youth related content.
Sony Ericsson, which is associated with the contest as its main sponsor, will also promote it through its Indian website.
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