In the Beat of the night

Samsung looks to new music TV generation

Bebo and Samsung are teaming up on a new online TV initiative in order to promote Samsungs new Beat DJ Handset. As with previous tried and tested Bebo webisode models – Kate Modern, Sofia’s Diary, and The Secret World of Sam King -  the Beat series will follow a fully interactive pathway. Viewers will be given the chance to interact through blogs, upload track reviews, share music news and also be offered the chance to appear in the show itself. In addition Samsung and Bebo will also be running a nationwide promotion to find a co-presenter for the show. The deal will see Samsung promoting its new live venture, Samsung Bebo Nights, with an inaugural performance by White Lies and The Maccabees on 1st June.

Music TV has been dead in the water for some time now as the digital music realm superseded that of the MTV generation and pushed numerous shows, from Top of the Pops to MTV’s TRL  into the analogue dumper. However, a generation is now growing up who haven’t experienced music TV, they are used to ‘search’ rather than ‘push’ when it comes to selecting music and increasingly self-powered taste making is becoming unsatisfying. The Bebo concept of broadcasting takes the ‘choose-your-own-adventure’ route  (like the popular Fighting Fantasy novels that appeared in the 1980s) and applies it to the formerly passive role of TV, giving it a much needed digital spin.  “Music shows in the most traditional sense do not talk to an online audience. Those on the web now that might once have tuned into a CD:UK or Top of the Pops are not really looked after,” said Peter Cowley, global head of original digital programming at Endemol.

So what?: Samsung have a long history dabbling with music – traditionally working with artists to endorse and support new product launches. In the past year or so they have used Girls Aloud, The Presets, Ozzy and Gabriella Cilmi. Not to mention signing up Lebanese singer Elissa as a brand ambassador and Korean singer Rain as their Olympic ambassador in China.  This new approach to supporting a series of live music initiatives such as Samung Bebo Nights is the first time they’ve branched out into what could be described as a marketing platform.

Coincidently, Sony Ericsson is also launching its music-entertainment show Pocket TV on YouTube and mobile handsets on 4th June. The free shows will consist of five weekly 90-second segments featuring interviews with artists and bands, live sessions and behind the scenes features. “Youth audiences may be watching less television – but they are online and using their mobile handsets, and they are more passionate about music and entertainment than they have ever been,” says Dave Hilton, Sony Ericsson head of marketing.

Coming back to Samsung‘s tie up with Bebo: this is a positive activity, using multiple channels, a strong social networking partner and the creation of some exclusive content at the heart of it. The big challenge will be taking it from a sponsorship into a partnership, resulting in a platform that is credible with their target audience:

“Our belief is that credibility through association is tough to achieve, brands need to do something genuinely useful and interesting for the audience or they risk joining a long list of brands trying to absorb some ‘cool’. This new activity is a great starting point for Samsung, with appropriate partnerships in place, relevant products and creation of content at the heart of it all. It will be interesting to see how this unfolds”
Jack Horner, Creative Director, FRUKT