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More Space for MySpace: Murdoch puts a stake in the heart of broadcast TV

by Claudia Strasbaugh

Known world wide as the ultimate spot for networking, MySpace is increasing it's already dominant power if that's possible, by adding the IPTV market to it's bag of tricks.

It has quietly without fanfare, media flair, or bidding warfare, struck a deal with some Hollywood talent, expecting this little group to start new broadcasts of their first original series. Unlike traditional stations on air, this time jumping right to online shows. This once more guarantees MySpace the inalienable right to term itself once again, "A Pioneer among emerging markets".

MySpace refuses to comment on having closed the deal. No surprise, being a product of News Corp with huge audiences already available. Launching it from their ideal platform already in place would make success nearly a slam dunk. Of course provided the shows are any good. Rumors are flying that similar projects are already under way by others but with financing no issue MySpace has the edge when it comes to reaching a massive amount of people right from the beginning. Not having to build an audience is a gigantic leg-up in any form of entertainment.

Zwick and Herskovitz, drivers of such TV hits as "My So Called Life", and "Thirtysomething" will divide QuarterLife into shorter pieces for Web viewers according to solid sources.

MySpace is reported to have already paid $400,000 per episode.

Standard TV as we know it today, now a rapidly aging medium, is bound to sustain one more major hit as a result of this. With viewers already going to the Internet for News, it would do well to reinvent itself as quickly as possible.

We see most stations asking for videos, YouTube material with download availability in place such as "I Report" but is it too little too late?

Probably not, provided it meets the demand rise for IPTV already in play. That means meeting demand for content when demanded, any hour of any day. Time Warner has been a big player in such changes with it's "On Demand" offerings.

Enough customizable media to hold the fort, and the audience, for right now. They'd do well to move fast, while MySpace won't unequivocally confirm their big leap they don't deny it and promise confirmation announcement coming - soon, to a monitor-near-you.