Broadcasters tune into social networking sites

Broadcasters tune into social networking sites

ITV and Five sign deals with social networking sites to target younger audiences

Broadcasters are turning to social networking sites to attract younger viewers.

Earlier this week ITV announced that it would be making its TV programmes available on Bebo.

The broadcaster has set up a profile on the social networking site, through which it will host a range of programmes from ITV2.

Gossip Girl has already gone live on the site and this will be followed by comedies such as Keith Lemon, featuring Bo Selecta star Lee Francis.

Each programme will also be accompanied by content including blogs, galleries, teaser clips, a fan forum and rating polls.

Bebo users can choose to become fans of particular programmes so they can be notified when new content is available.

They can also install ITV’s Brightcove video player into their Bebo profile pages so they can share clips and content with their friends.

Hot on the heels of ITV’s partnership, Five has also announced a deal with Myspace.

The broadcaster and social networking site have created the Five News MyspaceTV channel, which will give Myspace members daily news updates.

The bulletins will last for around three to four minutes and will be presented by Natasha Kaplinsky. They will be recorded every weekday after the 3pm news on Five and will include three highlights from the day's news.

These will be specifically targeted at the social networking site's target audience of 16- to 34-year-olds.

Myspace users will be able to share news clips with their friends as well as message the Five News team. They will also be encouraged to upload their own content for possible inclusion in the show.