MSN in Cross-Media Deal with Mark Burnett

  |  April 29, 2005   |  Comments

MSN will integrate content and advertising from a new reality show that will face off against 'American Idol,' ClickZ has learned.

MSN has closed a deal with reality TV powerhouse Mark Burnett Productions to integrate content and advertising from an upcoming show, according to a source familiar with the deal.

The program, "INXS Rock Star," will air on CBS and go up against "American Idol." It uses a talent show format to choose the next lead singer for the band INXS.

Advertisers are yet to be signed, and ClickZ's source could not disclose the terms or structure of the deal. Negotiations lasted months.

The relationship appears similar in structure to one struck between Burnett and Yahoo last year, involving the second season of hit show "The Apprentice."

In addition to hosting and selling ads on the official "Apprentice" site, Yahoo promoted some of the show's many product placements across its various services. Burnett later re-upped with the portal for the show's third season and signed with it to do another show, the boxing-themed "Contender."

The Yahoo/Burnett partnership was touted as a huge success by Yahoo execs, and has been closely studied as a case study in cross-media success.

Burnett's relationship with MSN makes clear there's no exclusive relationship with Yahoo

Production is underway on "INXS Rock Star," which will air this Summer. INXS' previous front man, Michael Hutchence, took his own life in 1997.

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

Jobs

  • Editor
    Editor (Search Engine Watch) - New YorkRole Overview Search Engine Watch (SEW) provides tactical advice and information for businesses and site...