• Adweek, Friday, January 25, 2008 10:46 AM

As MySpace announced its new content partnership with BBC Worldwide, the company also promoted Jeff Berman, formerly of MySpaceTV, to oversee the social networking giant's content and marketing initiatives. The BBC deal is MySpace's most important content partnership to date. The move is part of a broader distribution strategy for the UK-based broadcaster, which has a similar deal in place with Google's video site, YouTube.

Berman will now oversee music, film and branded initiatives like MySpace Celebrity and MySpace Impact, as well as MySpaceTV. His official title is EVP, content and marketing, and he will report to CEO Chris DeWolfe.

BBC is not Berman's first major deal. As head of MySpaceTV, he oversaw everything from the recent partnership with MTV, to the MySpace presidential dialogues, to the addition of original programming like "Quarterlife" and "Roomates." As part of the BBC deal, which revolves around the broadcaster's original content, BBC gets its own MySpaceTV channel that will host excerpts of current and archived content.

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