(11 June 2008 6:00 pm)

MUMBAI: Social networking site Bebo has announced the next generation of its online drama commissions, to be produced by Universal Music UK’s production arm Globe Productions in partnership with Monkey Kingdom and set amongst the real-life workings of the music company’s West London headquarters.

The Secret World of Sam King revolves around a junior ’facilities’ employee at Universal Music who secretly founds his own start-up label in the post room. Producers will draw on real-life experiences along with cameo appearances from Universal artists to bring additional authenticity to the setting and story.

The blurred line between fiction and reality has been designed to allow for unprecedented levels of interaction between the community and show. Bebo users will be called upon to actively participate and shape the creative output of the show and Sam’s label, appealing to prospective marketers, journalists, video producers, A&R scouts, sound engineers, stylist, designers and song writers alike.

Additional characters Katie (Sam’s love interest) and Johnny (Sam’s friend) will feature in spin-off programming formats Katie’s Love-in and a radio podcast respectively, providing a rounded digital music experience.

Universal Music UK chairman and CEO David Joseph says, "The show is a compelling, quality drama that will mix a brilliant narrative with cameos from some of our major recording artists. The Secret World of Sam King will appeal to creative users with broad-ranging interests - all connected to music."

Similarly to stablemates KateModern and Sofia’s Diary, financing for the project follows Bebo’s proven model of brand integration. Sony Ericsson is kicking off the series with the first three months of the show, so we can expect to see some clever references that integrate the brand or its other properties in to the show - whether it’s Sam blagging his way out to an Ibiza Rocks with Sony Ericsson gig or simply winding his boss up with mobile phone-related pranks.

Sony Ericsson, UK and Ireland head of marketing Dave Hilton states, "The Secret World of Sam King has set a new standard in programming and we look forward to working with Bebo and Universal Music to create unmissable content where our products will play a role in continuing the legacy of the show."

Bebo adds that its vision for online media combines community, self-expression and entertainment to enable its users to consume, create, discover and share content through the dedicated channels on the Bebo website.

Unlike its competitors, Bebo offers access to a line-up of high quality commissions such as the Bafta-nominated KateModern and Sofia’s Diary. The latter recently became the first online drama in the UK to transfer to television when it was picked up by the UK’s Channel Five.

As with its existing shows, Bebo will also support cross-distribution of The Secret Life of Sam King across several AOL channels to expand the scale and reach of these shows across the combined networks.

Bebo claims to have a membership of more than 42 million individuals worldwide and is geared towards an audience aged under 30, with the core of 16-24 year olds spending 2.14 billion minutes on the site per month.