(30 June 2009 6:30 pm)

MUMBAI: MTV has partnered with the social network site Facebook to launch 'Celebrity Connect', an application to promote their new twin-based game show MTV Connected.

Using this application, MTV viewers will be allowed to choose their celebrity look-alike from a range of sportsmen, politicians and Bollywood celebrities. This will be published as an update on their Facebook profile.

Under the initiative, the celebrity with maximum claims on look-alikes and the closest match of a viewer with a celebrity will be featured on MTV. Also, end-users of mtvindia.com will be able to rate and comment on the celebrity connections.

"Technology plays a huge role in the lives of our target audience and what better way to engage them than connect them to their favourite celebrities," says Viacom18 Media SVP digital media Anuj Poddar.