MediaNama has learned from reliable sources that AOLs social network Bebo is going to launch in India with a content partnership inked with Real Global Broadcasting, for the TV Show Sarkaar Ki Duniya; Mumbai based AOLs content production team based has been working on the deal. Bebo will host communities around Sarkaar Ki Dunia‘s TV content. An AOL spokesperson has declined to comment on the development.
Sarkaar Ki Duniya is a show modelled on Survivor, and has headlined the launch of Real, a new general entertainment channel from the Turner- Miditech joint venture. Real was launched earlier this month, and it looks like someone has already put up videos from Sarkaar Ki Duniya on DailyMotion.
Last month at FICCI Frames, Francisco Cordero, GM (Australia and New Zealand) for Bebo had announced the companys plans to launch in India in March – so we should expect something in the next fortnight. Cordero had pitched for media partnerships, and highlighted Bebo as a Social Media platform (as opposed to a Social Networking Site), with conversations around content, rather than personal interactions between users.
Who Has The Community?
For the partnership to achieve anything of note, they need the TV audience to log online for the community, and for the online audience to tune in for the TV show. Given that both are new in the Indian market – does either have a large community for the other to benefit from? In this context, do note that MIH’s social network Ibibo has been fairly aggressive with talent hunt initiatives and TV partnerships.