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Australian social networking site FunkySexyCool is adding MTV to the start of its name before its launch in Austria, Germany and Switzerland on Monday.

The addition of the MTV moniker seems no more than that: both brands will endorse each other, but there's no talk of content provision in either direction.

The service allows hip cats and cool chicks to upload photographs and videos from their mobiles to their profiles, and to vote on other people's profiles, with a winner of each sex being announced every month. While clearly aimed at youth, in reality 51 per cent of Australian users are over 18.

The service makes money by being tied in to various SMS services as well as on-site advertising. Users can vote through the website, but SMS votes are worth more. Users are also encouraged to send notifications to all their friends every time they update their profile, thus generating more SMS traffic.

Despite the stupid name, the service is genuine mobile social networking and has some form of business model: which is two up on most of the competition. ®

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