• by Tameka Kee , May 16, 2007

News outlets including The New York Times and Reuters, and lifestyle brands like LX.TV and IGN Entertainment have partnered with MySpace to launch premium channels on the social networking site's growing video platform.

As a separate section of MySpace Video, these channels will feature content such as breaking news, original series, and animated short films. There will be no pre- or post-roll ads, product placement or corporate sponsorship of content as part of the current agreement, but the standard MySpace display advertising will run on each page.

Partners such as how-to site Expert Village and extreme sports network Studio411 can use the videos to drive traffic to their own Web sites, a factor that lifestyle brand LX.TV saw as a prime opportunity.

"We saw a channel on MySpace Video as an alternative way to reach people interested in the luxury lifestyle content we offer," said Joseph Varet, CEO, LX.TV. "MySpace has become a community for anyone who has a digital life online, not just young adults."

An eMarketer Social Network Marketing report found that in March, while some 40% of MySpace users were between the ages of 18 and 24, an almost equal percentage (39%) were between the ages of 25 and 44.

As MySpace continues to reposition itself as a prime destination for Web video, securing content from respected media providers such as National Geographic as well as niche operations like Octane TV, is key to drawing users of all ages.

The imminent launch of the new channel follows recent announcements of partnerships with Mark Burnett for a political reality show, Michael Eisner for the Prom Queen soap opera, and the launch of the Trailer Park film community--all examples of the company's intentions to continue to develop high-quality content for MySpace Video.