MySpace has launched a content channel, MySpace Celebrity, dedicated to feeding the obsession with celebrities and pop culture.
The social networking site is hoping MySpace Celebrity will be a hot online destination for celebrities to communicate directly with their fans in the MySpace community.
The site will feature related news, blogs, videos, and events. It already has more than 300 official celebrity MySpace profiles housed within the new channel, including actors, musicians, athletes, comedians and socialites.
Tom Anderson, MySpace president and co-founder, said: "MySpace Celebrity is Hollywood's new home page.
"Celebrities have been using MySpace since the site's launch and it's a natural extension for us to now offer them an aggregated channel where they can be in control of their own image.
"We want MySpace users to connect with celebrities in the same way that they do with musicians."
Some of the celebrities embracing the site include Matthew McConaughey, Jessica Alba, Elijah Wood and Zach Braff, star of the long-running 'Scrubs'.
Braff said: "MySpace is a revolutionary way for people who create things to have a dialogue with an audience who may like (or sometimes dislike) what you've created. It's kind of like the world's largest ongoing conversation."
The launch of MySpace Celebrity will feature a variety of original, exclusive celebrity content including Rising Star, Celebrity Blog, and Featured Icon, where stars can discuss current projects and share photos and blogs.
McConaughey for instance, has provided MySpace Celebrity with an exclusive Q&A. Upcoming featured icons will include 50 Cent, Braff and Alba.
In addition, it will feature a section called Celebrity Impact, highlighting celebrity endorsed charities. This will feature an exclusive interview and photos with the affiliated celebrity, including America's Second Harvest with Teri Hatcher.
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