How To Split An Atom

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Media companies are finally learning how to take advantage of what the web has to offer. Bebo, the social network for the rest of the world, is spearheading a program to trade media companies access to its user base in exchange for premium content. This takes the “brand friend” concept spearheaded by Facebook and SocialSpark and adds a new layer of user value.

As a part of its Open Media program, Bebo has made deals with with CBS, MTV Networks, ESPN, the BBC, Channel Four, ITN, Yahoo! and BSkyB among others to deliver free, premium content across its network.

So what’s the play? It’s in the network, of course.

Open Media

The hope is that users will watch all of this content, pass it around to their friends and provide free promotion for these networks. This makes sense, users have been doing this same sort of thing on sites like YouTube for ages now.

Open Media also feels like a much better approach to the idea of brand friends than Facebook’s for the simple fact that Bebo’s offering actually provides value to users instead of just hoping to leverage the power of rampant consumerism (which should never be underestimated by the way).

The test for the system will be in the strength of the content that the media companies are willing to provide. Companies like Joost are proof that even with a great concept, if you don’t have the content to tie it all together the entire thing is a waste of time.

From looking at the site, they have quite a bit of programming. You can watch full episodes of CSI Miami, Survivor and select content from Adult Swim UK. The media player is wrapped in a branded skin and it gives you the option of becoming a fan of the show, using the branded skin in your profile or sending it to your friends.

Web 2.0 Roundup

All in all, this is a good way for Bebo to differentiate itself from the rest of the social networks while still getting into the “user powered marketing” game. If they can continue to build their catalog, make the layout a bit prettier and bring in a few more media companies, they have a chance of being one of the first companies to wrap a real social network around digital media content. What do you think?h

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