In an attempt to claw back some of the audience that has been rapidly falling over the last year MySpace has shifted its focus to become more of an entertainment portal.

This sets the platform apart from competitors Facebook and Twitter which focus on members updating each other with short sound bites of information. MySpace will now focus more on what people are into as opposed to what they are doing (a shift anyway from being focused solely on user generated content).

Advertising on the site is also to become more entertaining – on the weekend just gone a giant wolf took over the homepage to further add to the hype and anticipation of the Twilight- New Moon movie.

Movie advertisers frequent the MySpace homepage but this is the first time a takeover of this extreme has occurred on the site. With some calling it a “highly intrusive” placement it will be interesting to see what the My Spacers think of it…no doubt it further fuelled the excitement of Twilight fans who have already been able to watch the movie premiere’s red carpet event on the site, follow the stars who regularly update their statuses and sample the movies soundtracks.

I think this type of interactive entertainment led advertising and content is a good move on MySpace’s part. There isn’t any room left in the Facebook/ Twitter world so this gives them a point of differentiation and importantly provides the audience with an experience.

By Claire ‘Coops’ Cooper (@ccoops)