MySpace has chosen Fox’s Roger Mincheff to serve as president of MySpace Entertainment — the company’s internal production and entertainment division that creates original programming and buys new content.
Mincheff’s appointment arrives on the same day MySpace premieres “Wolfpack of Reseda,” an original web series that came of a partnership between MySpace, Fox Digital Entertainment and Kia Motors.
Mincheff joins the company from Fox Filmed Entertainment, where he was SVP of Branded Entertainment.
“Roger is the perfect choice to launch MySpace Entertainment,” CEO Tim Vanderhook said in a statement. “In a short period of time Roger’s brought major brands to Myspace and is on his way to creating a slate of engaging and relevant content for the online community.”
MySpace, one of the earliest major social networks, has tried to rebrand itself as a social entertainment hub. It has lost tremendous market share in the social space and seen its share of online advertising revenue drop as well.
To resurrect the company, Mincheff will have to monetize that entertainment content, which is part of what he did at Fox.
News Corp. unloaded MySpace last June for $35 million – a fraction of the $580 million the company paid for it — to an ownership group including Justin Timberlake
