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May, 15th 2007

NEW YORK MySpace has continued its evolution into a Web portal with a plan to provide entertainment and news channels on its site.

The "branded channels" will feature ad-supported content from the likes of The New York Times, National Geographic and Reuters, as well as smaller Web operations like The Daily Reel, Studio411 and Vice magazine's VBS.tv.

The channels will reside in MySpace Video, a user-generated video service the social networking giant began late last year as a rival to YouTube.

The deals add to the professional video content the site has available. It is airing episodes of Prom Queen, a Web-only show produced by Vuguru, former Disney CEO Michael Eisner's company. It has also signed on as a distribution outlet for the video-syndication service in the works by parent company News Corp. and NBC Universal.

MySpace has other portal-type content offerings, such as sections on movies, music and, most recently, news.

The dedicated sections, removed from the unpredictability of user-created profiles, provide a more attractive ad environment for brands.

Jeff Berman, general manager of MySpace Video, said the agreements were the first of several moves MySpace plans to leverage its huge traffic numbers and become a viable media distribution outlet.

""We're empowering our partners to customize their own video channels and use them as hubs to create niche experiences for users," he said in a statement.

The news and entertainment providers are tailoring their channels for the tastes of the MySpace crowd. Reuters, for instance, will not show its bread-and-butter politics and business news, but instead collections of offbeat stories from its "Oddly Enough" series.

By Brian Morrissey

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