MySpace raises presence with film content deals

by Media Week, Media Week 08-Jan-08

Social networking site MySpace is beefing up its content presence with plans to expand ad-funded programming and product placement.

Nick Reid, head of sales at MySpace, said broadcasters and film- makers
were increasingly interested in targeting viewers through MySpace.
Hammer Films is to release its first film in 30 years, called Beyond the

Rave, on MySpace this spring as 20 separate web episodes.

MySpace has already launched original content, such as Quarterlife, and
has developed its relationship with Channel 4 to broadcast new episodes
of Shameless and Skins.

The MySpace Trailer Park film site currently features recent Disney
releases and forthcoming films Enchanted, Narnia: Prince Caspian, Wall-E
and National Treasure: Book of Secrets.

Reid said: "There will be more opportunities to come for advertisers
around scripts, ad-funded programming and product placement. That puts
the challenge on us to push that in a compelling way to our audiences.
Social networking sites make brands think more about engaging consumers
and brands can have a long-term communication with their audiences."

Reid said the social networking site is set to go live this month with a
new Paramount Pictures film deal in the UK, France, Germany, Italy and
Australia.

The film, Cloverfield, will be available through the movie clips site,
as well as other areas of the site.

Reid added that the deal was an indication of MySpace's plans to become
more of an international platform for content.