MySpace announces introduction of branded channels

MySpace announced this week that they are launching branded channels alongside their traditional user-generated content.

by Helen Leggatt

Branded news and lifestyle content will soon be featured within MySpace’s online video section, including content from The New York Times, Reuters and National Geographic. The announcement sees MySpace move ever closer to the "TV-on-the-PC" market.

Rival network Joost already offers similar content however it is reported MySpace has much more content waiting in the wings. The coming months will see the introduction of the Animation Show, The Daily Reel, how-to shows on Expert Village, gaming coverage on IGN Entertainment, celebrity coverage on Young Hollywood and music programming on Kush TV, amongst others.

“The upcoming branded channel launch continues the growing momentum of MySpace Video,” said Jeff Berman, General Manager of Video and SVP of Public Affairs for MySpace. “We’re empowering our partners to customize their own video channels and use them as hubs to create a niche experience for users. Today’s announcement is a sign of things to come for MySpace Video.”

Branded content providers not only benefit from exposure to the millions of MySpace users, but also from viral opportunities within the MySpace arena. Members will be able to link to branded content from their profile pages, around two-thirds of all video content posted to MySpace is linked to in this way, putting the content in front of those that might not otherwise have been searching for it.

There are no current arrangements for including ads in the branded channel’s video content, reports the E-Commerce times, although a MySpace spokesperson confirmed that a variety of ad models are being explored with their partners.