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ITV brings Gossip Girl to Bebo ITV.com, the entertainment destination from UK commercial terrestrial ITV, has unveiled further details of its partnership with social networking site Bebo's Open Media platform.  The broadcaster's first 'channel' launch will be ITV2's US acquisition Gossip Girl (www.bebo.com/gossipgirl), with other channels set to roll out including ITV2 comedy shows such as Keith Lemon.ITV.com will give Bebo's online community free access to premium ITV content via a member profile that will host numerous media channels, each promoting individual programmes. Bebo users will be given the opportunity to become 'fans' of programmes, allowing them to be notified when new content is uploaded to respective profiles. ITV and Bebo will share revenue from on-site advertising as well as adverts running before and after episodes. ITV Broadband MD Annelies Van den Belt said: "We are delighted to be working with ITV channels to join the Bebo Open Media platform, offering their audience access to some of our best and most relevant content. "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-degree commissioning." ITV2 controller Zai Bennett added: "ITV2 and Bebo are quite simply a great fit. Launching this partnership with Gossip Girl, the new smash hit from the US, makes that fit even more perfect." Each channel will be branded with programme-specific skins designed by ITV.com. Users may adopt or use the programme skins from ITV's Bebo profiles on their own. They will also be able to integrate skins and video content into their own profiles, potentially creating thousands of brand champions for ITV's programmes and channels. Bebo unveiled details of its Open Media platform initiative last November, with a range of broadcasters – including the UK's BBC, ITV, Channel 4 and BSkyB, and the US's CBS, MTV, Turner and ESPN – partnered at launch. The social networking site claims 40 million users worldwide. Adam Benzine 10 Mar 2008 © C21 Media 2008 
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