ITV targets youth audiences in Bebo deal
ITV programmes are to be shown on social networking site Bebo in an attempt to target younger audiences who are spending increasing amounts of time online.
Leighton Meester, Penn Badgley, Kelly Rutherford, Ed Westwick, Taylor Momsen, Matthew Settle, Blake Liveley and Chace Crawford in Gossip Girl on ITV Photo: ITV / HBO Warner
The two have signed a deal that will see Bebo’s 40 million users worldwide able to access a range of shows from ITV, in particular ITV2.
US acquisition Gossip Girl will be the first programme to be launched on the site, with new comedy shows set to follow.
ITV will host a number of channels on Bebo, with each promoting an individual programme. Users will also be able to become fans of particular shows, meaning they will become notified when new content is uploaded.
Annelies Van den Belt, managing director of broadband at ITV, said: “This is a targeted move to promote specific ITV2 shows to the Bebo audience while ultimately driving traffic to itv.com to watch more and proves true 360 commissioning.”
Also from The Stage
- ITV must own youth shows, says Pickard
- ITV1 ratings slump due to deserting under-35s
- Bebo launches its second interactive online drama series
- First ever Second Life musical to be 'staged' online
- E4 kicks off Skins second series with MySpace special
- ITV plans online only drama and comedy
- ITV to provide live streaming for all channels online
- E4.com to relaunch as social networking site
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