Myspace names Fox executive as head of entertainment

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Myspace has wooed a former Fox executive to head its entertainment division.

As the new Myspace entertainment president, Roger Mincheff will be responsible for original programming and content. He said he plans to create original Web shows, acquire content and promote Myspace as a digital ‘farm system,’ where budding talent can be discovered.

‘We will absolutely, in a big way, be committed to making original programming for two real purposes -- one is as the differentiator,’ Mincheff said. The other reason hearkens to the social network’s origins. ‘The old Myspace was a great platform to stand on and say, ‘discover me.’ The new Myspace is all of that -- plus the tools, resources and effort to help identify and elevate you as a creator.’

Mincheff already has signed his first deal to secure an eight-episode Web series created by Fox Digital Entertainment and Kia Motors. ‘Wolfpack of Reseda’ is a supernatural comedy, in which its 20-something protagonist is bitten by a mysterious creature in the woods and believes he has been transformed into a werewolf.

‘The level of content, stories and brands we’re bringing -- this is just the tip of the iceberg,’ Mincheff said of the new series.

Mincheff joins Myspace from Fox Filmed Entertainment, where he served as senior vice president of branded entertainment. Prior to Fox, he was chief executive of Spacedog Media, a digital marketing agency.

He said he left Fox for the opportunity to participate in Myspace’s potential comeback. Myspace was acquired last June by Specific Media, a digital media company, and musician Justin Timberlake.

News Corp., which had paid $580 million for Myspace in 2005, sold it six years later for just $35 million.

Earlier this week, Myspace announced that it had encouraged 1 million new users to check out the site in the last 30 days after months of steady declines. Its executives credited the reversal to the launch of a new music player in December, as well as its integration with one-time rival, Facebook.

‘Since Lee Iacocca and Chrysler, tell me a better story than Myspace coming back to prominence,’ Mincheff said. ‘It’s just a fantastic story to be a part of.’

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--Dawn C. Chmielewski