TfL to back Bebo's new Sofia's Diary series

LONDON - Bebo's online drama, Sofia's Diary, is returning for a third season and will be sponsored solely by Transport for London.

Sofia's Diary: new Bebo series backed by TfL will feature a more grown-up Sofia
Sofia's Diary: new Bebo series backed by TfL will feature a more grown-up Sofia

Bebo said the new series will have a "refreshed look" and feature "edgier" storylines and a more grown-up Sofia.

As exclusive sponsor of this season's show, which will run for six weeks, TFL will use the show as part of its campaign to encourage teenagers to take more responsibility when close to or crossing roads.

The series will be aired at 5.30pm every Tuesday and Friday, while viewers can interact with the show via text messages and video blogs. The first episode of the show will be tomorrow (29 May).

One feature of the new series will be that TFL will become part of a storyline in which Sofia is asked to write a "serious in-depth feature" on road traffic accidents.

Bebo said that during series one and two, Sofia's Diary, which was launched in Portugal in 2003, registered more than 26 million interactions.

In April 2008, the series became the first social networking drama to make the crossover to traditional television when Five added it to its schedule.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Digital surge drives UK advertising's fastest growth for four years

Digital surge drives UK advertising's fastest growth for four years

UK advertising spend grew last year at its highest rate since 2010 and is forecast to exceed £20 billion next year, according to a report released today.

Share
AOL appoints Alex Macnamara to lead multiagency sales

AOL appoints Alex Macnamara to lead multiagency sales

AOL has hired Alex Macnamara, the managing director of Tremor Video, for its newly created role of head of multiagency sales in London.

Share
European free-to-air commercial TV adspend in decline

European free-to-air commercial TV adspend in decline

Free-to-air commercial TV in Europe is experiencing a decline in adspend with fewer young people tuning in and greater competition from Pay TV broadcasters, according to Enders Analysis.

Share

Get news by email