MySpace links up with Fremantle for online drama

LONDON - MySpace is continuing to expand its online content line-up, teaming up with FremantleMedia to launch online drama, Freak.

MySpace: launching online drama with FremantleMedia
MySpace: launching online drama with FremantleMedia

Launching with brands including Red Bull, the new drama, developed by FMX, FremantleMedia's new-media division, is a 13-week interactive show.

In addition to working with Red Bull, MySpace is offering brands the opportunity to assess campaign effectiveness, using its Product Integration Integer, a new measurement tool. Rather than measuring content visits or downloads, the tool enables marketing directors to see what value product placements have.

Freak is the latest online content initiative by News Corp-owned MySpace. Earlier this year, it commissioned the director and producer team behind Bebo's online drama, Kate Modern, to create a new web series, I Love Chieftown.

Bebo has attracted an estimated 25 million views worldwide to Kate Modern.

Six advertising partners - including Procter & Gamble - are reportedly paying up to £250,000 to have their names integrated into the storyline, and observers believe such an approach could prove popular.

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