16 November 2007

UK - Broadcasters woo 'lost generation' in deal with social networking site Bebo

The UK's biggest social networking site announced partnerships with a string of broadcasters, including the BBC, Channel 4, Sky, ITN and CBS, in a move hailed as one of the most significant yet in marrying old and new media. Traditional broadcasters hope that distributing and marketing their programmes to Bebo's 40 million users will help them reconnect with the so-called "lost TV generation" of 13 to 24-year-olds who make up the social networking site's core audience.