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ITV is using MySpace to promote one of its new entertainment shows, Comedy Cuts.
The new comedy showcase on ITV2 is linking to profiles on the social networking site for each of its 50 contributors - comedians, writers and stand-ups featuring throughout the show.
Meanwhile, a central profile for the show itself includes exclusive video clips using MySpace's embedded media player.
MediaGuardian reports: "ITV will try to use the platform to promote the show among the 16-34 year-old audience."
Eight episodes into its deal to air Lost, Sky One's MySpace profile for the series has amassed over 5,000 friends.