CBS, AOL Team Up to Promote Programming

May 17, 2006  •  Post A Comment

CBS and AOL are teaming up to promote each other’s lineups, with the online service touting network shows and advertising on its “Gold Rush” Internet program.

“Gold Rush,” produced by Mark Burnett Productions, lets viewers join a search for $2 million in gold hidden across America. As part of the partnership, CBS will air “Gold Rush” clues during primetime shows and commercial breaks, the network said Wednesday.

The deal comes as broadcasters turn to the Internet to reach people who may not watch much television, particularly younger viewers. Network executives at this year’s upfront presentations to advertisers in New York are pitching the advantages of integrating TV and newer media such as the Web and cell phones.

Clues for “Gold Rush,” scheduled to launch in the fall, will also be found on radio and in magazines and the companies will work to develop online, offline and on-air promotional activities.