ABC and Yahoo are expanding a partnership that dates back to 2011, with the Disney/ABC Television Group joining in on what was previously an arrangement between Yahoo and ABC News.
CNN reports that the expanded deal shoots down talks between Yahoo and NBC, which was being courted as a potential Yahoo partner as the original ABC deal approached its expiration.
The Web traffic-sharing agreement will reportedly give ABC’s entertainment programming placement on Yahoo pages and will send some of the key digital players at Yahoo to guest spots on ABC’s “Good Morning America.”
The companies announced the expanded arrangement this morning.
“There was an example of the new synergy on Thursday’s morning show when two stars of ABC’s prime time drama ‘Scandal’ interviewed each other. It was billed as an ‘ABC/Yahoo! exclusive,’ and viewers were directed to a longer version of the interview on Yahoo’s site,” CNN reports.
Additional behind-the-scenes material from ABC programs will stream on Yahoo, giving ABC access to a wide Web audience.
ABC News content will reportedly get an expanded presence on Yahoo.
“That was one of the original intents of the 2011 deal, called a ‘strategic alliance’ at the time. It gave ABC’s news division more online visibility,” CNN reports. “On ABC’s side, the players haven’t changed: the 2011 deal was struck by ABC News president Ben Sherwood, and Sherwood is now the president of the entire television group.”
When Marissa Mayer took over Yahoo in 2012, the ABC deal was already in place, the report notes.
“She is now trying to mount a turnaround of the Internet giant, partly by creating and rejuvenating sections of the site covering style, health, food, and technology,” the report adds.