The Fox affiliates’ board of governors has endorsed the MyFox platform, developed by Fox Interactive Media in summer 2006 for Fox’s 24 owned-and-operated stations. The board agreed to allow FIM to pitch the MyFox platform to the stations in the broader Fox affiliate body.

The agreement, reached last week, comes after a working trial with about 15 of the 160-plus Fox-affiliated stations in the country.

The MyFox Web site platform will be customized and managed for each affiliate by the FIM TV Stations Group.

“It’s important for local affiliate stations to have a Web strategy and compelling online content, and we believe the MyFox platform is the best solution to help them deliver it,” affiliates board chairman Joe Denk said in Wednesday’s announcement.

Although the format will look the same from affiliate to affiliate, it does allow for some local differences.

It is separate from the Fox on Demand streaming video option that currently allows users to view Fox Broadcasting programming on some 50 affiliates’ Web sites.

“We’ve experienced great success with Fox on Demand for streaming video delivery and e-commerce, and the MyFox platform will only strengthen Fox’s position as the leader in the online space as more and more viewers go online for local news and information,” said Ron Berryman, senior VP and general manager of Fox Interactive Media Stations Group.

(Editor: Horowitz)