ITV will make some of its TV shows available for on demand streaming via Bebo in a deal which the commercial broadcaster hopes will enable it to connect with the youth audience who are increasingly shunning traditional telly services. It seems to hope that promoting some of its shows via the social networking site will help drive the kids to itv.com.
ITV's MD Of Broadband, Annelies Van den Belt, told reporters: "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".
The BBC, Channel 4 and Sky already have programming deals in place with Bebo.