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Heavy.com signed a deal to supply its original content to Alliance cable channels such as Showcase Diva and IFC.

According to Ingram 2.0, material from the online entertainment site geared toward males aged 18-34 will be run as a segment on existing shows or as interstitials between programming.

Heavy's often satiric offerings include Behind The Music That Sucks, Superficial Friends and the Heavy Half Hour, which includes Techsmart with porn star Ron Jeremy. Superficial Friends is an series of animated shorts that portrays stars like Paris Hilton and Lindsay Lohan as superheroines.

Another indication that content from new media has a place on traditional channels is the series phenomenon Lil' Bush. The program started as a set of shorts on now-deceased MVNO Amp'd Mobile and is now a full 30-minute series on cable's Comedy Central.