MySpace Moves Into The TV Space

Fast-growing online community MySpace.com is looking to place its user-generated content into TV shows.

"There is stuff in development," Shawn Gold, senior vice president-marketing for MySpace.com, tells MediaDailyNews. Gold declined to disclose which networks or programs MySpace was working with, but said in an email, "We are not limited by the News Corp. family."

The enormously popular social networking site is working on deals that, Gold says, would extend the life of a TV sponsorship for a marketer, "integrating social networking into the TV show and their traditional TV buy." All this would expand the life of a TV deal from "30-seconds to 3-months," he adds.

MySpace now has 77 million members, mostly younger users, and is adding 230,000 or more a month. It has been touted as an emerging powerful tool for youth oriented marketers.

Already some 100 advertisers regularly buy into the site including Honda Motors, Toyota Motor Sales, Wendy's International, and Cingular Wireless, to name a few. Additionally, MySpace already has many deals with TV networks, which sponsor the site.

All this would be in line with News Corp's so-called "Generation Fox" pitch, an effort to sell the collective reach among 12- to 34-year-olds of Fox Networks to national advertisers.

"News Corp. has been an asset in helping to scale up the business, putting muscle behind our safety [initiatives] and building out our content," says Gold.

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