While there has been much controversy with regards to the power of social networking sites such as MySpace, BEBO and Facebook to name but a few, it seems that they have been welcomed into the fold by the BBC.  It has been announced that clips for their programs will be show on Rupert Murdoch’s MySpace social network, which has surprised many.  So have these networks finally been accepted by the mainstream media?

On the surface it looks as though these networks have been accepted with a whole host of media content and media delivery companies looking to cosy up to the like of Rupert Murdoch, however behind the scenes it may be a little different.  Since the success of YouTube and similar video sites, we have seen literally millions of illegal video clips and full movies appearing on sites such a MySpace.  While the likes of the BBC have sought retribution through the courts, the scale and number of video clips appearing is just unmanageable and it would cost a fortune to pursue each case through the courts.

Many have therefore taken the decision to use these social networking sites to advertise their programs in a more professional and market led manner.  The idea is that by giving an official channel where people can look at and even obtain clips of their favourite programs this will build the brand awareness of the likes of the BBC.  The more people who become aware of the depth and variation of programs which they have at there disposal the greater their viewing markets will become.  As we have all seen in the past, a fresh interesting video clip can soon go “viral” around the world bringing with it a style of promotion which cannot be matched in many other places.

Over the next few years the relationship between online content providers and the likes of MySpace is set to become even cosier as they look to use each others strengths to promote their own services.