The Times reports “Channel 4 is launching a challenge to YouTube and MySpace by creating its own social networking website, driven by the powerful Big Brother brand. The broadcaster stole a march on the BBC and ITV by announcing a surprise move into video-hosting websites that command daily audiences of tens of millions. Channel 4 is relaunching its E4.com website, linked to its popular youth television channel, as a new standalone social networking site. The initial lure is that users can audition for a place in the Big Brother house next year by posting clips of themselves. One contestant will be chosen directly from their web submission after the clip has been rated and swapped between site viewers. Channel 4 receives about 150,000 applications a year to compete in the programme, which has become an instant route to celebrity”.

Channel 4 uses lure of Big Brother to rival MySpace and YouTube