Many people believe 2007 will be the year when social networks and video-sharing sites start to splinter into niche services aimed at specific demographic groups, split by age, gender, nationality or interests.
Early evidence comes with the launch of DayZ Loop, which claims to be an "online infotainment television network" aimed at teenage girls (specifically, 13 to 17 year-olds). The site's aiming to attract users with a mix of video content, social networking, workshops and editorial content.
Membership is by referral only - heading off any fears that adults will try to use the site as a grooming venue - and users will have to pay an annual subscription to use it, although details of how much this is aren't accessible unless you've already registered for a trial membership. At least, I can't find them.
Despite the subscription, DayZ Loop plans to make most of its revenues from advertising, including banners, sponsorship of the video segments, competition prizes, and "supplying high-quality relevant content to be delivered directly to the DayZ Loop audience". Is that video ads? Emails?
The site certainly looks slick, complete with avatars to represent users that DayZ Loop says represent all body types and ethnicities, unlike some rivals. However, there is a slightly worthy feel about the site's promise to offer "spiritual, practical, artistic, cultural and fun online activities". Wouldn't most teen girls rather be flaming each other in MySpace or Bebo? DayZ Loop says not.
"Too often, teen girls are undermined by media's focus on physical appearance and the more superficial aspects of life," says CEO Ceca Mijatovic. "Although teen girls enjoy fun and entertainment, they have lots of opinions on politics, ethnicity, racism, sexuality and society as a whole. They also need help in grappling with issues surrounding body image, sex and intimacy, and peer-pressure. This community strikes a balance between education and fun."