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.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
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.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT