CNN and Internet Broadcasting Systems announced Tuesday that they have formed a strategic partnership to share online news content.
Through the deal, CNN will have access to content from Internet Broadcasting, a publisher of online local news that runs network TV station Web sites for broadcasters such as Hearst-Argyle Television, NBC, Cox Television and Post-Newsweek Stations. The CNN Web site will contain local news from Internet Broadcasting on its front page as well as in its U.S. news and weather sections.
Additionally, Internet Broadcasting sites will begin to stock national, international and political content from CNN. Ad placements from CNN.com will also become part of Internet Broadcasting's marketing packages.
The opportunity for locally placed advertisements will likely be a valuable asset for CNN, since niche advertisers are profitable and largely untapped resources. Google, for example, has had success with Google Maps-based image advertisements in its Local Search feature.
CNN, a division of Time Warner's Turner Broadcasting System, will also acquire an equity stake in Internet Broadcasting. The Minneapolis, Minn.-based company's investors are Hearst-Argyle Television, Post-Newsweek Stations, McGraw-Hill Broadcasting and Split Rock Partners.