ITN On launches gaming channel on Bebo

by Adam Hill, Media Week 26-Aug-08, 16:00

LONDON - ITN On has launched the first video gaming channel on Bebo's Open Media platform. Game On will cover gaming news, reviews and previews, and offer polls and debates in a bid to target the youth market.

The editorial centrepiece is Gamerzine TV, a weekly three-minute programme produced by ITN On and games magazine publisher Cranberry. In addition, ITN On staffer and gaming enthusiast Nathaniel Lippiett will deliver daily video clips and blogs. A shorter version of Gamerzine is already available to Orange mobile users.

Nicholas Wheeler, managing director of ITN On, said: "There is a large community of gaming fans on the Bebo platform and Game On is made specifically with that audience in mind.

"This newly created channel encourages them to interact, share their opinions, gaming tricks, build a community and make the channel their own."

Game On is ITN On's fifth channel on Open Media, after Planet Goss, Sports Fix, Bollywood Insider and Crazy Wild Cool. The channels are funded by short pre-roll ads via blinkx's AdHoc platform.

Bebo, which has 45 million users worldwide, appointed a head of original productions earlier this month to work on internet dramas.