For reasons too personally confusing to get into, I started watching the Teen Choice Awards.
Don't worry, I tore myself away after about an hour after convincing myself this was not age-appropriate behavior, and after all the teenage screaming started to get jarring.
Also, I was multi-tasking at that time, so it wasn't thaat bad!:)
Anyway, the genius of Murdoch's minions was to come up with an award for the best celebrity MySpace page ("Choice MySpacer"....really)
In general, the opportunities for good cross-promotion in media are supposedly slim, and the rationale for the media conglomerate is mostly realize these synergies on the back-end (e.g. cost-cutting, branches merging, getting rid of duplication in G&A etc.)
But Murdoch seems to believe in them, and keeps trying. Fox often pushes the limits on promoting other owned properties. I thought the one above was a pretty sharp one, especially given the target demographic which tends to be less cynical about what they see (btw, that's in general a good thing! :))