Social Networking Service, Bebo, Launches Multiple Broadband TV Series

--Extends Partnership with ITN On, Appoints Head of Original Productions

Bebo, a social networking company that targets an under-30 demographic, has generated a fair amount of news in the broadband TV space over the past few weeks (note: the company's social networking service has previously served as the home site of a number of high-profile broadband TV series, including "KateModern," "The Gap Year" and "Sofia's Diary"; it describes its "vision for online media" as combining "community, self-expression and entertainment to enable its users to consume, create, discover and share content through...dedicated channels"):

• Earlier this month, the company launched an online documentary series, called "Meet the Freshers!" which is hosted, produced and devised by 18-year-old Tom Thurlow, who made a name for himself through an earlier Bebo series called "Hollyoaks on the Streets" (note: the latter show featured Thurlow interviewing people in his home town of Cheltenham about the soap opera, "Hollyoaks"; according to Bebo, the first three episodes of the show, which Thurlow uploaded to his "Hollyoaks" fanclub page on Bebo, garnered over 150,000 views; he was subsequently talent-spotted by Channel 4's E4.com Web site, for which he hosted a similar show entitled "Big Brother on the Streets"; his newly established production company is called--appropriately--Teen Star, Inc.). The show--which can be viewed at bebo.com/meetthefreshers--features Thurlow traveling to 16 different campuses around the UK and questioning first-year university students on such topics as drinking and relationships, in order to discover "what really goes on in those first few unforgettable weeks at university."
• ITN's multimedia division, ITN On, has extended its relationship with the company to launch a new channel, called "Game On," on the latter's self-service Open Media platform, where it already operates four other channels: "Planet Goss," "Sports Fix," "Bollywood Insider" and "Crazy Wild Cool" (note: ITN's Bebo channels, including "Game On," are monetized through pre-rolls delivered via blinkx's AdHoc platform). The new channel is devoted to video gaming, and features news, reviews and previews, and also allows Bebo members to interact via polls and debates. "Bebo has a very strong offering that caters to a very desirable youth market and this elusive audience that appeals to ITN On and our advertisers," ITN On managing director, Nicholas Wheeler, said in a prepared statement. "There is a large community of gaming fans on the Bebo platform and 'Game On' is made specifically with that audience in mind. This newly created channel encourages them to interact, share their opinions, gaming tricks, build a community and make the channel their own." Added Sarah Gavin, Bebo's global director of communications: "ITN's 'Game On' channel delivers a new interactive experience and opportunity for mass participation."
• The company is teaming with Vogue.TV and IMG Media on a 12-episode interactive broadband video series, called "Model.Live," that documents the lives of three IMG models as they ply their trade in fashion shows around the world. The show, which premiered on Vogue.TV last month (it is also available on Bebo, Express.com, YouTube, Hulu, TiVo, Tidal TV, Veoh and Juice Caster), is complemented by a presence on Bebo's social networking service that allows viewers to interact with the models and receive instant updates on their activities and experiences throughout the day: each of the three models updates her Bebo profile on a daily basis with video diaries, text messages, photos, blogs, schedules and other information. Bebo users can then comment on each model's progress and post messages of support and advice. They can also submit questions on Express.com, the show's sponsor, where one of the questions will be featured and answered each week (the site also features video outtakes and sweepstakes). The show also features Express.com merchandise that can be purchased through Vogue.TV or Express.com, and an application is available that allows viewers to send detailed product information and Express store locations to their mobile phones. According to Bebo, as of September 10th, "Model.Live" had been viewed more than a million times in the three weeks since its launch; around 750 fans had signed up for the show's social network; and viewers had interacted with the show (by posting comments, advice and messages of support) around 1.25 million times.
• The company has named Kelly Brett head of original productions. For the past year, Brett has worked alongside Bebo on the broadband video series, "KateModern," which garnered 67 million views within 12 months and which secured two BAFTA Nominations and a British Press Guild Award for innovation. Prior to joining the "KateModern" production team, Bebo says, Brett worked on over 20 TV productions for the BBC, Sky, ITV and others. She will be based in London and will be tasked with, among other things, vetting potential projects and with building a collaborative relationship with Bebo's production partners and advertisers. "At Bebo we are committed to creating one of the most exciting and unique social media experiences on the Web, and the success of 'KateModern,' 'Sofia's Diary' and 'The Gap Year' shows that Beboers are enthusiastic about truly engaging with media," Kate Burns, managing director of Bebo Europe, said in a prepared statement. "We're proud that Bebo is seen as the place for outstanding original content online and Kelly will bring with her a depth of experience and knowledge in this field to further strengthen our already fantastic team."
• The company has commissioned an online drama series called "The Secret World of Sam King." The series, which is being distributed across several AOL channels as well as on Bebo's own site, is produced by Universal Music UK's production arm, Globe Productions, in partnership with Monkey Kingdom, and is set amongst the real-life operations of Universal Music UK's West London headquarters. It revolves around Sam King, a junior employee at Universal Music who secretly starts his own record label in the post room. According to Bebo, it draws on real-life experiences and features cameo appearances from Universal artists. The company says that its end-users can participate in the show and "shape the creative output of both the show and Sam's label" and that it should thus appeal to "prospective marketers, journalists, video producers, A&R scouts, sound engineers, stylist, designers and song writers alike." The new commission also sees two of the show's supporting characters, Sam's love interest, Katie, and his friend, Johnny, being featured in spin-off formats: a broadband video series entitled "Katie's Love-In" and a radio podcast respectively. "This is a hugely exciting new commission for Bebo and a first between a social network and a music company," Bebo CEO, Joanna Shields, said in a prepared statement. "Both 'KateModern' and 'Sofia's Diary' have demonstrated that Bebo has an active user base that is drawn to quality drama that they can interact with and share with their friends. We're confident that the subject matter for 'The Secret World of Sam King' and the opportunities for involvement will resonate well with our community." According to Bebo, like the company's previous commissions, "KateModern" and "Sofia's Diary," "The Secret World of Sam King" is financed via brand integration. Sponsors that have signed up to date include Ericsson and Virgin Mobile.