Shelly Palmer

MediaBytes 06.27.07

MYSPACE will roll out MySpace TV this Thursday. The site will mix user-generated and professional video content. It will accept amateur uploads and feature programs owned by News Corp., as well as the Sony Minisode Network. The site will make it easy for MySpace users to integrate videos from MySpace TV with MySpace profiles and blogs.

TURNER is heavily pursuing single-sponsor arrangements for its weekly movies. Pod exclusivity has already been used during airings of Castaway, Air Force One and Ocean’s 11, with positive results. The company wants to make single-sponsorship the standard for its film offerings. During the first quarter, 15 of ad-supported cable’s top 20 movies aired on TBS and TNT.

VUGURU, backed by Michael Eisner, is preparing for its second Internet TV series. The All-For-Nots will follow a touring indie rock bank around the country, in mockumentary style. 24 episodes are planned, ranging from 7 to 20 minutes long. Vuguru recently completed a successful first season of “Prom Queen,” and plans to continue the series.

NBCU and NEWS CORP.‘s new venture will focus on professional content, not user-generated videos. On Tuesday, George Kliavkoff, the joint venture’s interim CEO, said the press has incorrectly labeled the forthcoming site a “YouTube Killer.” He believes the two sites will not compete, because the new venture will only feature premium, professional content.

UNILEVER plans to release a branded online entertainment show, to be featured on Yahoo Food. The series will promote the Hellman’s brand, by having a chef from the Food Network prepare recipes that use Hellman’s. The online initiative reflects the growing popularity of branded entertainment. The show launches tomorrow.