Dan Cryan / Published - 07 Dec 07

Internet-based social networks like MySpace, Facebook, Bebo and last.fm hope to become important new distribution channels for major media companies. Where content owners are able to control in stream advertising, the early CPM prices are promising. However social networks who fail to integrate video in a way that actually facilitates social interaction risk not only their ability to grow their user base but also risk repelling the current user base and losing market share to competitors.