Bebo Teams with Endemol, Samsung to Launch Music-Themed, Social, Broadband TV Show

AOL-owned social-networking company, Bebo, said Wednesday that it is teaming with Samsung Mobile UK and Endemol to launch an original, music-themed, studio-based broadband TV show, called "Beat," that is targeted at Bebo users in the UK and Ireland and that incorporates various social and interactive elements. The daily magazine-style show, which was created and produced by Endemol and which is slated to debut June 19th and to have an initial 13-week run, will focus on emerging musical talent. According to Bebo, each weekday the show's dedicated site will offer "constantly evolving live content" featuring new bands, exclusive performances, "big star interviews," tour blogs, music news, mobile content, competitions and more. Bebo promises that the show "will benefit from the opportunity to broadcast within the realm of a social-networking site, allowing for a truly interactive experience": users will be able to voice their musical opinions, share music news, upload their own reviews and discuss their personal favorites, the company says.

The show will have a professional presenter (Ben Chancellor); however, Bebo says that it will launch alongside a nationwide competition that will invite Bebo users to audition for the role of co-presenter. Like Bebo's other "Bebo Originals," the new show will be funded through brand integration. However, Bebo says it will be the first Bebo Original to be supported by a single brand partner: according to the company, Samsung--which this month is launching a mobile handset, called the BeatDJ (the first in a line of Beat Edition handsets), that is targeted at 16- to 25-year-old music fans and that features audio capabilities powered by Bang & Olufsen--will be integrated "seamlessly" throughout the show, including through a number of competitions and through "unique content strands driven by key products from its portfolio." "This is the first of its kind--a pioneering social-media music series that is shaped by its audience with a focus on the hottest emerging new acts," Peter Cowley, Endemol's global head of original digital programming, said in a prepared statement. "'Beat' is set to be the definitive destination for Bebo's music-loving community." Added Kate Burns, Bebo's managing director for Europe: "This is an exciting venture for Bebo and builds upon our success in both music-based drama and magazine-style Bebo Original formats. 'Beat' is a great opportunity for us to feature incredible music content and offer our users an entertaining and engaging forum for them to connect and share their views. It also gives Bebo users a chance to see behind the scenes and feel connected to the music and artists that they know and love." Samsung UK's sponsorship of "Beat" is part of a wide-ranging agreement with Bebo that was announced today and that, among other things, will also see the companies launching a live concert series called "Samsung Bebo Nights."

Despite Bebo's claim that "Beat" will be the first Bebo Original to be supported by a single brand partner, a report on the UK marketing-trade Web site, mad.co.uk, claims that London transport agency, Transport for London (TfL), will be the sole sponsor of the third season of Bebo's social TV series, "Sofia's Diary," which premieres May 29th. According to the report, the sponsorship will see a storyline integrated into the show that will reflect TfL's "Don't Let Your Friendship Die on the Road" road-safety campaign. "In true 'Sofia's Diary'-style, our users can expect a rollercoaster ride of events and some especially thought-provoking storylines," Kelly Sweeney, Bebo's head of original productions, was quoted as saying in the report. "TfL's integration into this final chapter really adds to the drama." According to the report, TfL's decision to sponsor "Sofia's Diary" was based on research that showed it would be an effective way to target a teenage audience.