Bebo is tuning in to a new cross-promotional platform, Open Media, which enables media groups to feed content into the youth-oriented social networking service's user-base.

Each content partner on Open Media can create a channel through Bebo, while retaining 100% of ad revenues.

Broadcasters CBS, BBC and BSkyB, specialist music TV network MTV, British dance music specialist Ministry of Sound and online music recommendation service Last.fm are among the launch partners in the new offering, which was unveiled today with simultaneous presentations in London and New York. U.K. singer-songwriters Remi Nicole and Jamie Cullum -- who have both used the Bebo network for previous promotions -- performed live at the London launch, held at the British Academy of Film and Television Arts.

Last.fm has formed its own video channel, initially available only to U.S. Bebo users, which is dedicated to such streams as indie rock, heavy metal, dance, urban, and acoustic. Bebo users will also be able to embed the videos on their own profile pages.

Callan Harris, online marketing manager at Ministry of Sound, reckons the tie-in creates "a great new avenue for expanding our reach and providing our loyal followers with an even richer music experience."

MTV Networks executive VP of digital distribution Greg Clayman added, "Bebo's new Open Media platform allows us to distribute our content and our marketing partners' messages in an environment where consumers can quickly and easily share it with others and forge even deeper communities around the programming they love."

Bebo claims more than 40 million users worldwide.

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