ShineReveille inks MySpace TV deal

Duo sign content distribution partnership

MySpace has inked a content distribution partnership with ShineReveille Intl. that aims to broaden the reach of the original content featured on the MySpaceTV platform.

Accord calls for ShineReveille to handle international TV, homevid and merchandising rights for MySpaceTV properties. The deal is not exclusive, however, and some MySpaceTV properties may come to the Web giant with international rights already encumbered by deals with other distribs or rights holders.

In many cases, however, deal will allow ShineReveille to shop MySpaceTV fare to international outlets in new TV or homevid formats as well as open merchandising opportunities. MySpace will retain U.S. and worldwide Web distrib rights on most properties.

Partnership is a two-way street in that ShineReveille will be able to use MySpace’s worldwide heft to test out some of its new programs and formats via MySpaceTV and MySpace social networking services in more than 25 territories worldwide.

“We’ve had a lot of original content come to MySpaceTV. Now with this deal, we can think about how to convert (webisodes) into a TV format or DVD format,” said Jamie Kantrowitz, senior veep of marketing and content for MySpace Intl. “It’s a great extension of our reach. Producers who start off doing Internet content for us will have the opportunity to work with us to turn it into a multiplatform property.”

Although MySpace parent News Corp. has a substantial global distribution infrastructure, Kantrowitz said the MySpace deal with ShineReveille was a “natural fit” because of the company’s success in selling TV program formats around the world, and because of Reveille’s experience in original Web content through its past production pact with MSN. ShineReveille parent Shine Group is headed by Elisabeth Murdoch, daughter of News Corp. CEO Rupert Murdoch.

“One thing we really appreciate about ShineReveille is that it is a company led by producers that are interested in looking at emerging talent and emerging formats — like we are,” Kantrowitz said. “From a branding perspective and for our mission, it makes sense for us to pursue these kinds of (international sales) with ShineReveille.”

Kantrowitz said MySpace has recently cut a deal for new webisode series “I Love Chieftown,” from the U.K. production team behind the popular Web serial “Kate Modern,” and she cited “Chieftown” as a good candidate for further international exploitation via ShineReveille.

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