vrocket Mobile social networking application company RockeTalk has inked a deal with  Channel [V], the online music channel by Newscorp‘s wholly owned subsidiary Star India, for its newly launched reality game show Xhausted. Sameer Agarwal, Director Marketing, RockeTalk told Medianama a customised application has been created called [V]RockeTalk, which will be marketed by [V] and jointly monetised by the two companies. The company created a similar application Friendzy previously for McDowell’s, a subsidiary of the UB Group. Friendzy was a customised, cricket-focussed version of RockeTalk’s social networking app where mobile users could discuss T20 and IPL matches.

Xhausted Wake-A-Thons: Mobile Users Participate

The partnership for Xhausted involves a series of Wake-a-thons, where RockeTalk users have to stay up all night and participate by sending in video entries of “tasks” in the competition through the mobile. The application can be used to share photos and videos, chat with other members and join communities. Previous two Wake-a-thons had users sending in answers to 48 questions on the platform and the following two will allow users to send in video entries on why they should play the Wake-a-thon, their tasks as specified by Channel [V] hosts and on the channel’s new look. Reality shows in India have so far only allowed mobile users to participate via SMS voting. The company expects additions to be boosted from 3,500 per day to 10,000 per day in the following month.

Other Tie-Ups: Samsung, Nokia & Telcos

Till date, RockeTalk’s partnerships have been sparse and disparate. It was pre-loaded on LG handsets, and had an exclusive tie up with Indiatimes for mobile content. It tied up with Reliance BIG Cinemas for the movie Luck By Chance. The company has an indefinite and long term partnership with McDowells for Friendzy. It is currently in talks to partner with Samsung and Nokia to pre-load RockeTalk on handsets, Agarwal said.

The company is based out of San Diego and New Delhi, and is backed by venture capital funds Mission VenturesEDF Ventures and iSherpa Capital. It has Dinesh Wadhawan, former CEO of Times Internet Ltd (Indiatimes) on its board, offering strategic and operational guidance. RockeTalk has 350,000 active Indian users. The average users spends 45 minutes per visit on the social network. RockeTalk does not perceive itself as having any “straight competition” from the multitude of VAS companies, according to Agarwal.

Channel [V]’s Website Gets A Makeover

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We had earlier reported that the channel was to relaunch its website at www.channelv.in and how it was using Twitter and Facebook to spread the message about the new logo and site. The old site Vindia.in now redirects to Channelv.in.

The new look focuses on promotional videos – but they are embedded from Youtube. The site has Bollywood photos, casual games and downloads available. The left sidebars take you to different pages – Entertainment, vLife, Contests, Downloads, [V]ery Bollywood and Launchpad while the right scrolling sidebar has thumbnails of photos that take you to lifestyle articles. The thumbnails lack clarity and the article that opens up could do with a better scrolling bar. Search did not work. Maybe it should get a “Bloody Alpha” grade instead of the “Bloody Beta” it has given itself; the way it is, we hope the site isn’t even half done.

(Updated story to indicate that RockeTalk is in talks for pre-loading, and deals have not been closed yet.)

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