A somewhat quiet launch for Bebo in India: if you’re accessing the site from India, you’re shown an India specific page, and a background that confirms what we had reported last week: that the AOL owned social media site has partnered with Real Global Broadcasting, a joint venture between Turner- Miditech. The background features the Real and Sarkaar Ki Duniya (India’s version of Survivor) logos.


You may access the community that Bebo has created for Sarkaar ki Duniya, here, featuring photos, videos, comments, forum, polls, blog, and just 9 fans. The site is still fairly new, and there appears to have been limited activity on the site. But, these are tough times, and there’s no harm in the two startups (despite their lineage) coming together for building a community. 

For other promotional content, they’ve also partnered with Bollywood content network Saavn, a company co-owned by Hungama.

Going Easy On the Marketing Spends?

Sure looks like Bebo is going spend conservatively for the first year – and we don’t think that’s too bad an idea. Nicole Vanderbilt, VP International, Bebo told Business Standard that they’re looking to do promotional campaigns using AOLs reach, and will primarily focus on viral marketing in the first year of operation. 

Bebo India has now been linked to from AOLs India homepage:


We do wonder, however, if Bebo would have been better off partnering with a more established player in the Indian market – perhaps Colors, Channel V or MTV India. MTVs reality show Roadies is believed to be the most successful reality show on TV among the youth, but they’ve already partnered with Google’s social networking site Orkut

— Bebo’s First Content Partnership In India With Real For Sarkaar Ki Duniya
— Bebo To Launch in India in March
— Saavn Claims Revenues In Low Seven Figures; Content Costs?

Disclosure: I own a small number of shares of Network18, which has a joint venture in India with Viacom. MTV India is owned by that joint venture.