America Online and Mark Burnett Productions have announced their plans to produce Gold Rush, an online, reality treasure chase show, MediaPost writes (via MediaBuyerPlanner). The show will track the progress of contestants as they search for buried treasure. Clues will be in television, print, radio, and out of home, but "all roads lead back to AOL.com," said Kevin Conroy, senior vp and chief operating officer of AOL for Broadband.

Clues across the AOL network will be placed on sites such as AOL.com, AIM.com, Moviefone.com and MapQuest.com, BusinessWeek writes.

The announcement follows word that Yahoo is working with Burnett - along with Matt Damon's and Ben Affleck's LivePlanet - to develop a similar program. A Yahoo spokeswoman said the three groups are considering resurrecting ABC's scrapped reality TV series The Runner as an online series.