Television

CNN, Internet Broadcasting enter news, advertising relationship

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MUMBAI: US news broadcaster CNN and Internet Broadcasting, which published TV station Web sites in the US, have entered into a strategic alliance. This combines Internet Broadcasting's network of local news content with CNN's global newsgathering resources.

As part of the relationship, CNN and Internet Broadcasting will also create a unique advertising opportunity that leverages CNN.com's national audience with Internet Broadcasting's local reach. To reinforce the strategic alliance, CNN will acquire an equity stake in Internet Broadcasting, joining Hearst-Argyle Television, Post-Newsweek Stations, McGraw-Hill Broadcasting and Split Rock Partners as investors in the company.

CNN Worldwide president Jim Walton says, "CNN's global reporting attracts millions of online consumers to CNN.com for domestic and international news every day. Partnering with Internet Broadcasting adds another dimension - enhanced coverage of local news and events - and brings CNN reporting to
significantly more people online."

As part of their agreement, the companies will share local, national and international content important to online news consumers. Leveraging its network of TV station Web sites, Internet Broadcasting will supply local news content to CNN.com, which will appear on the home page as well as in the "U.S. News" and "Weather" sections. In turn, national, political and international content from CNN.com will appear on the home page and national news pages of Internet Broadcasting sites.

Internet Broadcasting founder and president Reid Johnson says, "Our partnership with CNN provides tremendous benefits for our online news consumers, station partners and advertisers. Our visitors expect the most up-to-date coverage of news that hits home from our award-winning online journalists who sit in the newsrooms of our partner stations. Now, our visitors gain access to one of the most trusted global news sources, CNN, on their local TV station Web site. Our advertisers also benefit by getting the best of both worlds - national reach and local relevance."

The companies will create an online advertising opportunity that will offer relevant, new ad platforms for clients by leveraging the broad national reach of CNN.com with the local and regional reach of Internet Broadcasting's sites. Internet Broadcasting will offer select CNN.com ad placements as part of its nationwide, regional or market-by-market advertising packages.

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