Orkut as a means of youth marketing in india

Its official rather than fighting Orkut as a youth hangout place various youth mediums like MTV and FM radio stations are extending their presence on Orkut. Orkut has become a means to engage youths for example MTV who on its various communities on Orkut has more than 1 lakh members with Roadies5.0 community leading by alone having 61000 members.
On these communities users vote for the next roadie or discuss through various chat rooms thus not only extending MTV's brand presence but also allows them to keep a tab on what these youths are discussing so much so that MTV roadies theme's idea came out of such initiatives. Infact before the growth of Orkut MTV had its own community on its website which however failed to take off after initial interest.Orkut and MTV have a cross promotion strategy with Orkut sponsoring MTV's bid for Vj's contest and the presence of MTV Vj profiles on Orkut which help generate interest for Orkut.
The demographics of Orkut makes it so interesting with 61.6% of Orkut members in age group 18-25 years. To exploit it various Radio companies are also not being left behind for example an interesting strategy was undertaken by Radio One in Bangalore as reported by Wat
The station created a community on Orkut and undertakes a varieties of activities on the community and to incentivize participation - they choose a ‘profile of the evening’ who appears on the Radio. Apart from that they also created a profile on Orkut for a ‘person’ called ‘RJ Anjaan’ (or unknown) - and if someone on Orkut adds than person as a friend, and discusses certain interesting topics or problems with ‘RJ Anjaan’ , they can be featured on Radio.