• by Gavin O'Malley  @mp_gavin, January 20, 2009

Acting more like a TV network than a social network, MySpace has tapped Endemol, the producers of "Deal or No Deal," to create a 13-episode reality series, "Get Married on MySpace."

Slated to debut on MySpace TV this spring, the show will bestow a free wedding upon one lucky couple in exchange for letting MySpace users--and several brand sponsors--plan and experience the big day with them.

By voting online, MySpace users will help cast the couple, pick the dress, and choose the location, among other big decisions. The series will then culminate with a wedding ceremony broadcast on MySpace.

In the past, MySpace has helped distribute original programming, including teen drama "quarterlife," and hidden-camera show "Special Delivery." In 2007, the News Corp.-owned site even co-created an original Web series, "Roommates," with new-media production studio Iron Sink Productions.

This is MySpace's biggest original-programming endeavor to date, yet keeping costs down is still an issue, according to Jason Kirk, vice president of video and entertainment at MySpace.

"In the end, we chose to work with Endemol because they know how to produce great content within a reasonable budget," said Kirk. "We brought the idea to them, but they share our vision."

With the help of MySpace's sales force and Endemol, Kirk is presently on the hunt for the appropriate brands to integrate into the "Get Married" series.

"Whether it's jewelry, travel, or beauty, this is about finding the right brands to complement the wedding experience," Kirk said. "Even a wireless brand could help show how a couple communicates during the process."

Endemol is a television production company based in the Netherlands with subsidiaries and joint ventures in 23 countries, including the U.S.