It’s Always Sunny on MySpace.com

Do you think you can write a better sitcom than FX’s It’sAlways Sunny in Philadelphia? You have your chance.

In collaboration with social Web site MySpace.com (www.myspace.com), FX is proffering $50,000 and a future slot on its schedule to the user who posts the best idea for an original series, according to president of entertainment John Landgraf, who touts the sitcom contest in a comedic promo currently airing on the service.

FX executive vice president of marketing Stephanie Gibbons said the move is also a nod to the popularity of viewer-generated content on Web sites like MySpace.com -- which, like FX, is owned by News Corp. -- and YouTube Inc. (www.youtube.com).

The winning pilot will air during the final episode of the sophomore series. Itsproducer, Rob McElhenny, made his show’s pilot for $200.

As of Thursday afternoon, 355 entries had been posted on the site (www.myspace.com/sunnyfx) since the promotion began May 22. Along with the Landgraf spot, the site also features a 15-minute “documentary” that includes the initial Sunny pilot, the show’s producers discussing the pitch process and the show’s creation.

This isn’t the first time FX has turned to MySpace.com to reach fans. Last year, the network generated thousands of site hits by posting video messages from “The Carver” character on its popular Nip/Tuck series.

R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.