Rupert Murdoch saw a website with monster growth potential in MySpace.com, the online music and dating phenomenon that makes it easy for teens to find friends and express themselves.
The media mogul's News Corp Inc. paid $580 million (330 million pounds) for MySpace last July. And even as he figures out how to turn more than 56 million MySpace members into higher Internet revenue for News Corp., there is another concern: the safety of its teen denizens.
The phenomenal growth of the website and popularity among youngsters has made it a magnet for adult sexual predators, authorities say.
Recent headlines that rival those in Murdoch's tabloids, such as "Man arrested in MySpace.com teen-sex case," "Sex predators are stalking MySpace; is your teenager a target?" and "Space Invaders" have dotted airwaves, newspapers and television news across the United States, triggering a nationwide backlash against the site.
Connecticut Attorney General Richard Blumenthal is investigating a number of sexual assaults with links to MySpace.
"What's troubling is the pornography and the access by children," Blumenthal said in a telephone interview.
Teenagers have fuelled MySpace's growth by using it as a virtual hangout, like video-game arcades and malt shops that once were gathering places for young people.
"There are a percentage of kids that put up way too much information on MySpace about themselves," said Monique Nelson, executive director of Web Wise Kids, a nonprofit Internet safety organisation based in Santa Ana, California.
News Corp. and MySpace turned down repeated requests for interviews. MySpace said in an emailed statement that its users' safety is of "paramount importance" and that it is continuing to work with parents and authorities on improving safety.
Emerging in 2004, MySpace's network of sites now ranks fourth in total U.S. audience, neck-and-neck with Google.com, but behind Yahoo and Microsoft, according to web measurement firm Hitwise.
The growth of MySpace in speed and scale has outpaced previous Internet phenomena such as music-sharing site Napster and pioneering social networking site Friendster.
The MySpace network has nearly 50 percent of the market share of all U.S. Web community sites -- 10 times more than any single rival site, including Yahoo, Facebook, Craigslist and LiveJournal, according to Hitwise.
TEEN CRAZE, PARENTAL CRISIS
Authorities in Santa Cruz, California, last week arrested 26-year-old Nathan Contos for felony child molestation after he met a 14-year-old high-school student on MySpace.
Contos claimed he was 15, 17 and 26 years old in online conversations that led to several meetings, according to a spokesman for the Santa Cruz County sheriff's office.
Blumenthal said the arrest underscored a key vulnerability in policing Internet communities, especially those targeting young people: verifying a user's age is extremely difficult.
He said he expects to reach a settlement "in the next couple of weeks" under which MySpace agrees to tighten access to the site, with an aim for a better age verification system.
"My hope is that what we do here will serve as a model for others," Blumenthal said.
MySpace, which has operated below the radar of many Internet industry analysts to preserve its "cool factor," said in a statement that its users have to be at least 14 years old and are required to fill out an online form that includes their date of birth.
From there, MySpace employs an automated search engine, along with a team that they claim sifts through "tens of millions" of profiles to identify potential minors.
The company said it employs a third of its 175-person work force to "process customer care requests."
MySpace also clearly advises members on its website to avoid posting too much personal information.
But many youngsters include photos, names, addressees and the names of schools and hangouts.
A hi-tech executive, whose 14-year-old daughter attends a high school in Seattle that now bars its teenage students from having a MySpace site, said he was unaware that his daughter was on the site until alerted by a friend of his.
"These kids have opened themselves up to the world and yet isolated themselves at the same time," Web Wise Kids' Nelson said of how individual MySpace sites can be viewed by anyone "passing by," but they restrict the ability to post to friends who must invited in.
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