MTV

The LAPD took Sparks into custody at 8AM PT this morning on a felony warrant charging him with molestation.

The alleged incidents began occurring in 1994 and continued for several years. According to the criminal complaint Shane allegedly committed the crimes of lewd acts upon a child -- all felonies. There is only one alleged victim.

The criminal complaint -- filed by the L.A. County District Attorney's office -- charged Sparks with 8 incidents of alleged molestation with an underage girl. There was a clerical error in the D.A.'s charging documents -- there are actually only 8 counts -- not 9.

The lewd acts include oral copulation and other acts "with the intent of arousing, appealing to, and gratifying the lust, passions, and sexual desires of the defendant, who was at least 10 years older than [the victim]."

Sparks -- who was also a choreographer on "So You Think You Can Dance" -- is being held on $590,000 bail.

Sparks is the second person from "So You Think You Can Dance" who's been in trouble with the law -- earlier this year his co-star Alex Da Silva was charged with rape.

No immediate comment from Shane's camp.

UNICO has fired off another demand letter to the companies who continue to support the MTV show, tearing several sponsors -- including Papa John's Pizza, Nivea, LG Electronics and Burger King -- for supporting "such a discriminatory, insulting and Italian-bashing program."

UNICO president Andre DiMino added, "I am urging our supporters to call these sponsors and demand they pull their advertising from Jersey Shore."

As TMZ first reported, Domino's Pizza and an insurance group pulled out after the debut episode of the show. UNICO tells us MTV has since refrained from using the terms "guido" and "guidette" in promo clips and on their web site.

MTV told E!'s Marc Malkin the network consulted with experts (we're guessing Chris Brown) and decided the footage should be 86'd from the show.

The scene, which shows New York gym teacher Dan Ferro clocking Nicole "Snooki" Polizzi, was used in the MTV promo and then made the rounds.

MTV told Malkin the scene "has been taken out of context not to show the severity of this act or resulting consequences."

As for resulting consequences, Ferro was arrested, pled guilty and placed on probation.

TMZ has learned a website called BeenVerified.com -- which does criminal background checks on people -- rushed over to MTV to take the vacant advertising slots after Domino's and American Family Insurance bailed out. Both companies abandoned ship after an Italian American group blasted the show for being "offensive."

A rep for the new sponsor tells TMZ, "We may not be hair gel product, but we feel the program's content reinforces our brand's message perfectly."

TMZ came across this footage of the Princess of Poughkeepsie busting out a series of bikini-clad back handsprings way before she got her gig with MTV.

Who knew she could be this entertaining ... without a drink in her hand?

TMZ has learned American Family Insurance noticed their ads running during the premiere episode of the MTV reality show last week -- an episode that "outraged" one major Italian group -- and immediately called the network to make sure it doesn't happen again.

A rep for the insurance company tells us, "Since our relationship with MTV was in its final days, we took the simple and prudent step of asking MTV to not air any more ... promos during 'Jersey Shore' reruns over the weekend. MTV stated they would comply with the request."

The move opens yet another spot for advertisers looking to sell hair gel, fist-pumping instructional DVDs, tribal tats, pink eye remedies, more hair gel, Drakkar Noir, eye-brow waxing kits, and yes ... even more hair gel.

Domino's just delivered a major blow to the reality show, instructing their media buyers to pull all Domino's commercials from future episodes.

A rep for the pizza giant tells TMZ, "The content of this particular program is not right for Domino's Pizza."

The announcement could mean a huge advertising opportunity for anyone selling hair gel, vodka, self-tanning products, steroids, hair-removal products, eye-liner, more hair gel, breast enhancements, cologne, energy drinks, Affliction t-shirts, fake nails and even more hair gel.

UPDATE: A rep for MTV tells us: "Jersey Shore" may not be for every sponsor or advertiser and we understand that."

After last night's debut episode of the reality show, UNICO National -- the "Largest Italian American Service Organization in the USA" -- claims they "can't keep up with the volume of calls" from "outraged" Italian Americans.

TMZ spoke with a rep from the group who told us, "I suffered through all 120 mins of that show and it was worse than I imagined."

The rep added, "Italian Americans are OUTRAGED and they are helping us reach out to sponsors to ask them to stop advertising with MTV until they agree to pull Jersey Shore."

For those unfamiliar with the show -- imagine "The Hills" on steroids, dipped in bronzer, and slathered in hair gel ... only more addicting.

One of 'em is currently accepting "Guido applications."

We're just sayin'.

Pro skater and MTV reality star Ryan Sheckler just found out he was missing $365,000 -- and cops think he may have been stabbed in the back big time.

Cops just arrested Matthew Mercuro today -- who was the Chief Financial Officer for Ryan's two companies -- and charged him with embezzling more than $365,000 from the 19-year-old skater ... which amounts to two felony counts of grand theft.

If convicted, Mercuro could spend more than 6 years in state prison.

It may have been hard for her to watch, but DJ AM's mother tells TMZ she gave her "blessing" to MTV to run the posthumous docu-drama about her son's battle with drug addiction.

In a conversation with AM's mom, Andrea Gross, the grieving mother tells us she recently saw a private screening of, "Gone Too Far" and was so moved by it, she decided the show "should go on the air" without any changes.

Here's her full statement:

"We gave our blessing. We decided that it was so touching and that it should go on the air. It was a wonderful testament to the work Adam did. I only wish he were here to help so many more."

MTV has decided they will air "Gone Too Far" -- the documentary series on young drug addicts that DJ AM finished just three days before he died from an accidental overdose.

The network says they got the "consent and support" of DJ AM's family before choosing to run the eight-episode series -- which features AM working with real-life drug addicts and their families to help them overcome substance abuse.

MTV released a statement from AM's family, saying:

"It is our hope through airing this show that people will get to see the side of Adam that we knew and loved, not just the celebrity DJ, but the honest and caring person who gave so much of himself to help others."

Swift was on "The View" just moments ago and says she was "rattled" by West's stage rush ... but added she would be willing to meet and call a truce.

Here's what Mama told MTV: