ITV is to make its TV shows available via Bebo in a deal that aims to tap into the young internet generation increasingly attracted to social networking websites.
The deal is a milestone for ITV, which has the ambitious aim of growing digital revenues to £150m a year by 2010, as it is the first time it has agreed to provide full-length programming via a third party online.
ITV is joining Bebo's Open Media service that will see the broadcaster's profile on the website developed in the form of content channels that will promote individual TV shows.
The first ITV show to be made available on Bebo will be US acquisition Gossip Girl, which airs on ITV2, starting from today at www.bebo.com/gossipgirl.
This will be followed by shows from ITV2's comedies including Keith Lemon, featuring Bo Selecta star Lee Francis.
The broadcaster intends to offer flagship programming from ITV1 in the future but it was decided that the younger demographic appeal of ITV2 shows would be a better initial fit with Bebo's 13- to 24-year-old fans.
"This is a targeted move to promote specific ITV2 shows to the Bebo audience whilst ultimately driving traffic to itv.com to watch more and proves true 360 commissioning," said Annelies Van den Belt, the managing director of broadband at ITV.
Bebo users can become "fans" of particular programmes so they can be notified when new content is available.
Each ITV channel on Bebo will feature content including blogs, galleries, teaser clips, a fan forum and polls.
Users can also embed the broadcaster's video player into their Bebo profile pages and share clips and content.
ITV and Bebo will share revenue from advertising that runs around the programming as well as ads that run before and after shows.
A range of broadcasters - including the BBC, ITV, Channel 4, BSkyB, Endemol in the UK and CBS, Turner, MTV and ESPN in the US - joined Bebo's Open Media service at launch in November.
However, Michael Grade, the executive chairman of ITV, has always expressed caution in rushing to strike deals that could see the broadcaster lose control of its content online.
Announcing the launch of ITV.com's broadband TV service last May he said that ITV wouldn't make the same mistake as the music industry and lose control over revenue generation and distribution of its content online.
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