Social networking site Bebo has joined the trend of including video for its community of users. Bebo has launched an initiative known as Open Media that will allow media companies free and open access to its network. With around 40 million users Bebo is still a distant third behind Facebook and My Space in the social networking arena. Its demographic is considerably younger than its rivals with the majority of users aged between 13 and 24.
Launch partners, who can only be described as the usual suspects, include UK’s Channel 4, ITN, BSkyB and the BBC, the US networks CBS, MTV and ESPN. Online networks Crackle and Ustream have also put themselves forward. Bebo will also include content from the music recommendation site Last FM.
Broadcasters are likely to use the site to promote new programmes in order to drive the reluctant younger audience back to linear television.