To get a wider audience for its television broadcasts, Fox Television has partnered with Critical Mention to distribute video clips to bloggers and others, according to the Los Angeles Times.

Through the deal, segments from local news broadcasts will be made available to interested site publishers; for example, a clip dealing with movies might be available for embedding on a blog that covers films. The videos would be ad-supported, and the publisher running the clip would receive a share of that ad revenue.

Measurement of online video, especially across a vast and non-centralized network, remains an issue to be resolved. That stumbling block, along with contractual problems with setting up such deals, is holding back more adoption of this sort of syndication. Some media companies are also nervous about giving up control over how and where their content is distributed.

Such outreach by media companies to tap into the niche audiences that exist on the internet is still in its initial stages. Buena Vista Television has made clips from some of its syndicated shows available to the websites of CW Television Network affiliates, and others have tried different techniques, but no model has emerged yet.