The rapidly growing social-networking site MySpace.com - which adds some 230,000 new members a month to its current 77 million users - is looking to transform its user-generated content into television programming, reports MediaPost (via MediaBuyerPlanner). Though Shawn Gold, senior VP of marketing for MySpace.com, did not disclose with which programs or networks his company was working, he did say "there is stuff in development" and MySpace is "not limited by the News Corp. family."

The TV deals would increase the life of a TV sponsorship from "30 seconds to 3 months" for a marketer, "integrating social networking into the TV show and their traditional TV buy," said Gold.

TV integration would follow News Corp's "Generation Fox" pitch - an effort to sell national advertisers Fox Networks' collective reach among consumers from 12-34 years of age.

"News Corp. has been an asset in helping to scale up the business, putting muscle behind our safety [initiatives] and building out our content," added Gold. The site recently tried to clean up its content by deleting 200,000 "objectionable" accounts.