4:30 PM -- Today on Contentinople:

• AOL CEO Tim Armstrong said at the IAB MIXX confab that content is the company's "third act." The first act was providing Internet access and the second was platforms. But now, AOL will focus on creating original content.
  
  
• MySpace has fallen behind on innovation, says Jon Miller, new CEO of the digital media group at parent company News Corp. Um, duh?
  
  
• ComScore CEO Magid Abraham said social networks have potential for big ad dollars. But their ad revenue isn't growing as quickly as it should.
  
  
• As a result of its partnership with Limelight, Brightcove will now offer broad support for Adobe's Flash Media Server 3.5.

And in today's News Bits, Yahoo plans to unveil a massive rebranding effort tomorrow.

— The Staff, Contentinople