MySpace launches copyright protection tool, branded channels.(SHOW TIME)

MySpace has said that it will offer the new "Take Down Stay Down" feature, preventing users from re-posting videos on the portal that have already been removed at the discretion of the copyright owner. In a move through MySpace Video, the networking site also announced that it will offer an array of branded channels.

Take Down Stay Down

MySpace is the first online company to launch the Take Down Stay Down feature, which is offered to copyright owners for free. By implementing the feature, MySpace reinforces its policy against users uploading third-party copyrighted content without permission.

"We have created this new feature to solve a problem that has long frustrated copyright holders and presented technical challenges to service providers--how to prevent copyrighted content from being re-posted by the same or a different user after it has been taken down by the copyright owner," said Michael Angus, executive VP and general counsel for Fox Interactive Media, an associate of MySpace. "MySpace is pleased to be the first Web site to implement a more effective solution to this challenging problem. This is a ground-breaking and unprecedented benefit for copyright owners that re-enforces MySpace's position as the leader in copyright protection on the Internet."

Take Down Stay Down possesses several elements key to preventing copyrighting piracy. The audio and video filtering feature screens files being uploaded by users and stops any unauthorized content. The Content Take Down tool allows copyright owners to more easily request the removal of any unauthorized user-posted content.

MySpace Offers Branded Channels

MySpace has also announced the addition of a new section within MySpace Video that will feature premium branded content related to the online communities' interest in news, lifestyle and entertainment choices. Content deals have been signed with top companies like National Geographic, The New York Times, Reuters, Animation Show, The Daily Reel, Expert Village, Flow, IGN Entertainment, Octane TV, Kush TV, LX.TV, Ripe TV, Studio411, VBS.tv and Young Hollywood.

"The upcoming branded channel launch continues the growing momentum of MySpace Video," said Jeff Berman, general manager of video and senior VP of public affairs for MySpace. "We're empowering our partners to customize their own video channels and use them as hubs to create a niche experience for users. Today's announcement is a sign of things to come for MySpace Video."

The recent developments at MySpace were preceded by the site's announcements to host Mark Burnett's political reality show "Independent" and the Vuguru/Michael Eisner-produced series "Prom Queen."