Bebo, a hugely popular social networking website for the people in the UK, has partnered with several traditional media sources, including BBC and CBS.
It will be used primarily as a marketing platform for traditional broadcasters to help reconnect with Bebo’s 40 million users, specifically the so-called “lost TV generation” of 13 to 24-year-olds who make up the social networking site’s core audience. Their goal is to fill the void of how to deliver on-demand programming via internet and mobile devices.
Bebo has joined the flock of several social media sources who are commissioning their own versions of interactive internet programming. Kate Modern, a thriller viewed 25 million times in three months, allows Bebo users to interact with the characters. That is the real appeal — lower budgets for internet programs versus traditional television gets compensated by the interactive element.
Is it the direction that video entertainment is heading, or will we see more integration of the internet and social networks infused into television. Our money is on a bit of both over the next couple of years.
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