A new comedy site created by two media heavyweights has already signed on some major advertisers and gone live. This Just In, which went live last week, is presented as if it were a blog, with both video and text posts commenting on current events, Ad Age reports.

The site's posts will also link to videos on YouTube and other sites. Tylenol and American Express have signed on as the site's first advertisers, and part of the site's content will be tied in with those major advertisers.

A daily news spoof show called "Take Two" is billed as having a "lighter take on current entertainment and news stories"; Tylenol will place ads in and around the content and will be involved in branded entertainment. American Express's sponsorship deal unlocks exclusive content for cardholders - a strategy the marketer has had for about a year.

When the venture was first announced in January, HBO executives said it may be used as an incubator for series that could eventually make it on air or on HBO On Demand or HBO Mobile. This Just In is the first time HBO has launched an original-content vehicle off its paid subscription cable network - and the first time it has sold advertising around an HBO property.