This is a really interesting concept – recently launched by Bebo. Given that consumption of web based media has overtaken traditional TV across younger demographics, this is may be a really interesting idea for a youth brand. Original article published on mad.co.uk by

Bebo has teamed up with online radio station Last.fm to promote the social network’s latest drama, Sofia’s Diary, following the success of KateModern.

Last week, AOL bought Bebo for $850 million (£417m) as it looks to expand its reach into the fast-growing world of social media.

Sofia’s Diary is produced by Ireland’s Campbell Ryan Film Productions for Bebo and is shot around London. It is also set to become a multiplatform brand across print, radio and podcasts.

The partnership with Last.fm will see a new application on Bebo called Superbands, available on the Sofia’s Diary profile page, which will allow users to listen to the radio station online.

The site will feature Sofia’s favourite bands and music allowing fans to stream music to their own profiles on Bebo.

Martin Stiksel, co-founder of Last.fm, said: “Online shows like Sofia’s Diary are changing the way audiences are consuming drama. Last.fm is changing the way individuals are listening to music so it’s a good match. There is a new “pick and mix” media model emerging where cross-site communities are being formed around entertainment.

“Widgets such as Superbands are enabling these communities to integrate their favourite online application to create compelling content.”

Ziv Navoth, Bebo’s vice president of marketing and business development, added: “Giving Bebo users the ability to listen to the Sofia’s Diary characters’ favourite music is a demonstration of just how dynamic entertainment can be in a social media environment.”

KateModern has attracted 35.6 million episode views, while series two has seen over seven million viewers.