MySpace to show channels in deals with traditional media

MySpace said Tuesday that it would serve up a broad array of branded news and entertainment channels on its social-networking website, including video clips from small Web studios and from bigger media names such as National Geographic and the New York Times.

The step continues the rapid expansion of video on the News Corp.-owned site, which is based in Beverly Hills. It also illustrates how MySpace is taking advantage of the effort by mainstream media companies to find new methods of getting their programming in front of viewers.

In at least some of the deals, no money will change hands. Instead, the traditional companies will offer material in hopes of building brand awareness and driving users to their own sites.

For example, Reuters will contribute clips on odd news and entertainment industry developments. “Our strategy is to give our audience news and information where, when and how they want it,” said Stephen Smyth, vice president and general manager of Reuters Media.

New York Times videos will include election reports, movie reviews and wedding stories from its “Vows” section.

National Geographic, meanwhile, will focus on MySpace’s younger demographic by giving viewers tips on how to be environmentally friendly and with promotional material for an upcoming TV series called “Taboo.”

“This is another way to get our video out there,” said Steven Schiffman, acting general manager of National Geographic Channel.

The deals generally aren’t exclusive: National Geographic, for instance, is also sending its clips to other online video services such as Joost, and last week it started its own site, NGCWild, with ad-supported video.

Almost all MySpace videos are ad free. An exception is “Prom Queen,” a Web series backed by former Walt Disney Co. Chief Executive Michael Eisner that shows commercials and has attracted millions of views.

Jeff Berman, general manager of MySpace Video, said it hadn’t been decided whether the new channels would include ads, and if so, how they would be shown.

But in the meantime, the channels give MySpace another feature for drawing people in. The site already is one of the most-visited in cyberspace.

In addition to premium content announced Tuesday, new channels include upstarts such as Kush TV, which will offer coverage of a concert tour by the band Korn, and an online show called “America’s Hottest Bartender.”

“We’ve got thousands upon thousands of micro-communities interested in a broad range of issues and content,” Berman said. “What we’ve done with this first round is hit some of those niches -- entertainment, news, how-to, animation. In the long term, we’ll hopefully have a whole lot for everyone.”

joseph.menn@latimes.com