Berman up at MySpace for content, marketing


MySpace has promoted Jeff Berman to oversee all of its content and marketing initiatives.

His first announcement in the post is MySpaceTV's biggest global deal for content to date: BBC Worldwide. The U.K. broadcaster already has a similar pact in place with YouTube since March, offering a variety of shortform programming.

Formerly GM of MySpaceTV, Berman will add oversight of music, film and other branded initiatives ranging from MySpace Celebrity and MySpace Impact. In the newly created post of executive vp content and marketing, he will also retain responsibility for MySpaceTV, the social networking giant's video hub.

"It's really exciting to be in a role where you are able to bring in major partners like the BBC," said Berman, who reports to MySpace CEO Chris DeWolfe.

Before Berman's ascension, it was Shawn Gold, senior vp marketing and content, who oversaw the two areas. He left MySpace in November to start his own venture.

Berman has been at MySpace since 2006, starting out as senior vp public affairs. He previously served as chief counsel to Sen. Chuck Schumer, D-N.Y., and as a public defender and adjunct professor at the Georgetown University School of Law.

He has led an infusion of creativity at MySpace in recent months, from a partnership with MTV to presidential dialogues with presidential candidates to the addition of original programming on MySpace TV including "Quarterlife" and "Roommates. MySpace has also been adding syndicated fare from everything to Sony's Minisodes to a new programming slate from 60Frames.

BBC Worldwide will get its own channel on MySpace TV that will include excerpts of current and archived programming including "Red Dwarf" and "The Mighty Boosh." It will be available across 20 international territories and available in seven languages.

"With the global nature of the deal, this is a great opportunity to put the best shows from the BBC in front of new audiences," said Simon Danker, director, digital media, BBC Worldwide.