MySpace, ShineReveille Inks Global TV Distribution Deal
New York – In a move intended to take MySpace — A company founded by Rupert Murdoch’s daughter beyond people’s computers, the online social networking giant said Thursday it has signed a distribution deal with the Shine Group, which will distribute Web shows on television and DVDs outside the United States.
The agreement marks MySpace owner News Corp.’s most challenging plan to date to make My Space a media platform and not just a social network competing with companies like Facebook.
The move is a bet to put together shows such as MySpaceTV’s “Quarterlife” or “Roommates” available outside of the United States, or create localized versions of the shows, said Travis Katz, managing director of MySpace’s international arm.
“MySpace offers the most creative group of people with a launch pad to virally test and distribute content to the world’s largest focus group,” Katz, in a statement. “MySpaceTV has rapidly become Hollywood’s digital playing field and our relationship with ShineReveille opens up the globe to MySpace’s international content creators.”
Under the agreement, MySpace would retain all distribution rights to MySpace TV programming in the U.S., as well as international mobile and Web-based distribution rights.
The partnership with ShineReveille, the distribution arm of Elisabeth Murdoch-founded Shine Group, will handle international distribution of shows produced by MySpaceTV, such as Quarterlife and Roommates.
“Partnering with ShineReveille entitles us to export MySpaceTV content to local TV networks globally — something we have never been able to in the past,” Katz said in a phone interview.
Barely a week ago, MySpace announced a deal with three big music companies to start an online music service, seen as a rival to Apple Inc.’s popular digital entertainment service iTunes.
The agreement, however, is not exclusive; it is planned as a two-way lane: ShineReveille gets the opportunity to test and promote their shows to MySpace’s users, while the Fox Interactive social net gets its hands on some potential hit programs.
Jamie Kantrowitz, MySpace International’s VP for marketing: “With this deal, we can think about how to convert “webisodes” into a TV format or DVD format?
Nevertheless Katz stated that the shifting of Web content to TV was a work in progress that may forge a new model for show production.
The Shine deal, in which both the companies will split licensing revenue, gives new generations of budding producers a global platform. “You are producers not just stopping with MySpace,” Katz said. “You are tapping into a much broader audience.”
MySpace’s first UK-programming co-production deal is with well-known British horror film imprint Hammer Films. “Beyond the Rave,” a feature-length film about vampires and dance music, will air on MySpaceTV on April 17 in four- to five-minute installments.
Shine, famous for creating hit versions of local programs in other regions, brought British comedy “The Office” to the United States. It acquired in February TV production company Reveille, founded by NBC Entertainment Co-Chairman Ben Silverman.
ShineReveille mentioned that currently it has no plans to produce content for MySpace but may make the social network’s programming available on TV and DVDs.
“Financial terms were not disclosed.”