Sept. 11 (Bloomberg) -- News Corp.'s MySpace.com will show videos from a month-old Web site that is trying to convince independent filmmakers to put their short-form work on the Internet, gaining a new source of programming and advertising.

The deal means New York-based MyDamnChannel.com has access to the U.S. Web sites with the largest young-adult audiences, Chief Executive Rob Barnett said in an interview. My Damn Channel reached a similar accord with Google Inc.'s YouTube in July.

``I knew the professionals would be coming to Web video,'' Barnett said. ``The plan for this company was to give up a lot of old-media rules that said, `I want to be exclusive,' and make sure our content appears on as many destinations as possible.'' MySpace and YouTube were the company's top targets, he said.

My Damn Channel evenly splits its cut of advertising sales with filmmakers to convince them to make Web videos, most of which will be five to seven minutes long.

MySpace, News Corp.'s social-networking Web site, and My Damn Channel will share ad sales generated by the videos, My Damn Channel said in a statement. Barnett will pay contributors including comedian Harry Shearer and ``Superbad'' star Jonah Hill out of his company's portion.

MyDamnChannel.com has received 5 million page views in its first month, Barnett said. Shearer has boosted traffic by plugging the site during appearances on TV shows hosted by Conan O'Brien and Bill Maher.

News Corp. Class A shares rose 7 cents to $21.05 at 4 p.m. in New York Stock Exchange composite trading. The New York-based media company has declined 2 percent this year.

To contact the reporter on this story: Tim Mullaney in New York at Tmullaney1@bloomberg.net

Last Updated: September 11, 2007 16:15 EDT