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.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

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

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Jobs

    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...
    • Creative Marketing Associate
      Creative Marketing Associate (NewMarket Health ) - BaltimoreAre you looking for a foot in the door with the best marketing company in the business...