MySpace Friends Entertainment in Revamp of News Corp. Networking Site

Targets Generation Y to draw in fans of music, movies, TV, games, celebrities

NEW YORK - News Corp.'s MySpace unveiled its latest revamp early Wednesday, which further increases the networking site's focus on being a social entertainment destination.

But the redesigned site of the former leader in social networking, long considered eclipsed by Facebook, is also looking to concentrate more narrowly on one demo: Generation Y, or 13-35 year-olds. The redesigned site, which starts rolling out in beta today, wants to let them collect and display their favorite entertainment and connect with others and socialize around it.

MySpace will highlight entertainment - from music and movies to TV, games and celebrities - in online, mobile and live-event offerings, including more-tailored recommendations.

"This marks the beginning of an exciting turning point for MySpace," said MySpace CEO Mike Jones. "Our new strategy expands on MySpace's existing strengths - a deep understanding of social, a wealth of entertainment content and the ability to surface emerging cultural trends in real-time through our users."

Meanwhile, AllThingsD reported Tuesday that the executive who brought MySpace to News Corp., former Fox Interactive Media president Ross Levinsohn is being courted as the new head of Yahoo North America. Yahoo CEO Carol Bartz is looking to bring in a major name after a slew of recent executive departures, and Levinsohn is close to taking the job, AllThingsD said. Levinsohn couldn't be reached for comment.



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