ITV is partnering with Bebo to promote the latest series of Britain's Got Talent, which launched with an audience of 10.6m last weekend.
The broadcaster is rolling out a branded channel on the social networking site, providing visitors with access to video clips from the show.
Britain's Got Talent posted a 44% audience share on Saturday, beating BBC One's talent search, I'd Do Anything, which attracted 28.7% of viewers, according to BARB.
There are already 12 unofficial Britain's Got Talent profile pages on Bebo, set up by fans of the show.
- Playing to the digital generation, page 19.
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