"Bebo was pitched as a kind of new-era TV network. The creation of the Kate Modern series. The partnership with media companies. All of it was cleverly designed to pull fat, undiscriminating ad budgets out of TV agencies. In fact, it’s almost arguable that hit Web shows like Kate Modern were created specifically to target these agencies and generate PR in the media, prior to the sale. As a media agency source tells me £100,000 is nothing in TV. “Communication planners have big budgets for this kind of TV-style buying – it’s easy to justify to clients.”" – on Bebo's purported strategy, and their rumoured sale