NBC Digital Goes Social With MyNBC by Gavin O'Malley, Tuesday, May 15, 2007 6:00 AM ET WATCH OUT, MYSPACE--BECAUSE NBC DIGITAL this fall plans to launch its own social network, which will be integrated into NBC.com to encourage visitor interaction and involvement. The community initiative, dubbed MyNBC, is part of a larger effort by the ailing network to boost its digital offerings for consumers and advertisers. Nearly all of NBC's properties will get additional online attention, including "360 degree" experiences for "Heroes" and "The Office." "We are allowing our users to interact with their favorite shows on a deeper level, and are providing full immersion in our content," explained Jeff Gaspin, president, NBC Universal Cable and Digital Content. NBC is certainly not the first media company to follow the lead of MySpace and embrace social networking to grow audience participation. [Excerpt Source: MediaPost.com]