After the success of its rollout of the BBM app for iPhones and Android devices with 20 million downloads on the first week, embattled Canadian phonemaker BlackBerry launched on Tuesday its social network - the BBM Channels.

YouTube/BlackBerry

The channel is a service similar to Twitter, initially available only for BlackBerry device users as a forum for companies and celebrities to be engaged with their customers and fans. However, the Waterloo, Ontario-based company promised to release the app for BBM channels for iPhone and Android users in the coming months.

Tapping on what could help save the financially hemorrhaging firm which just fired three key executives, BlackBerry said BBM Channels would soon be preloaded on phones from some mobile unit makers in developing nations such as Micromax Informatics in India and TECNO Group in Hong Kong.

In September, sales of new line of smartphones made by BlackBerry were very weak, prompting the company to write off almost $1 billion in inventory. It was followed by lay off of thousands of employees in its Waterloo facility and on Tuesday, BlackBerry's axe hit three key officials and a longtime board member.

Among the athletic organisations that could be found on the new BBM Channel are the Toronto Maple Leafs, Toronto Raptors and Toronto FC.

Jeff Deline, vice president of global partnerships at Maple Leaf Sports & Entertainment, said, quoted by Financial Post, "People love to know the personalities of the players more closely, and if they can share some of their insights, as I'm sure they will, and their visits and what they've done during the week, I think some of that will really resonate ... Because sometimes that's tough for us to get out."

Explaining further its new social media site, BlackBerry Senior Director of BBM Platform Business Development David Proulx said, "Mobile engagement for a business or a brand is challenging right now because there's a lot of different options, be it developing your own native application or one or more platforms, be it mobile or display advertising, be it the social variance in the online social networks, it's a lot for them to navigate."

He added, "BBM Channels is essentially a gateway for those brands or those companies to engage with this very connected, very switched on audience that is entirely mobile and now in excess of 80 million people."

Should Twitter - which recently launched an initial public offering - be worried it has a potential rival in the microblogging world?

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