MySpace targets comedy world

Myspace.com is a social networking website.

NEW YORK - After becoming a key tool for the discovery and promotion of music and film, MySpace is now targeting the comedy world.

News Corp.'s online networking juggernaut is set to announce the official launch of MySpace Comedy.

The site will partner with the Improv comedy club chain, which will serve as its primary programming provider. In addition, MySpace will sponsor industry events, like this week's Just for Laughs comedy festival in Montreal, and get exclusive content under those deals.

"I'd heard comedians working MySpace into their routines and giving out their URLs as early as 2004," MySpace president and co-founder Tom Anderson said. "It was a no-brainer to make a Comedy section and features designed especially for them. It's our hope that MySpace Comedy, much like Music and Film before it, will serve as a launch pad for up-and-coming comedians and as an attraction for the biggest names in the industry."

The online social networking giant said more than 7,500 comedians already use MySpace, which it said make it the largest online community for comics and comedy fans.

Jim Norton, who has been busy with his work on "Opie & Anthony" and HBO's "Lucky Louie," said he created a MySpace page about six months ago and now has nearly 33,000 friends.

"I went on it, because word-of-mouth on this thing is amazing," he said. "It's a great way to organize and meet fans. I'm pretty computer illiterate, but it's so easy to use."

Among other things, Norton puts latest information on gigs, photos with celebrities like Paris Hilton and videos on his page.

Others in the industry agree. "MySpace has really revolutionized the way comics reach fans and market themselves on the internet," said "Fear Factor" host Joe Rogan. "The community offers a fantastic resource for promoting gigs and letting people see what your comedy is all about before they ever commit to seeing a show."

MySpace said it is offering comedians profile features that allow them to post tour dates, share audio and video clips and interact with their fans.

MySpace Comedy also will spotlight featured comedians, events nationwide, funny videos from around the site and comedy forums where members can trade jokes and talk shop.

Through the partnership with the Improv, members will get exclusive access to editorial content, behind-the-scenes footage, in-club and online contests. Coupled with major promotions and touring partnerships, the Improv will use the Comedy community to promote events and host special nights for MySpace users throughout its 27 clubs.

Industry observers have said that comedy lends itself to online offers because of its appeal to young audiences and the ability to clip content. Among the biggest comedy success stories on the Web is stand-up Dane Cook, whose MySpace profile has attracted more than 1.34 million "friends."

- REUTERS/Hollywood Reporter