Internet syndicator Studio One is expanding its reach via a new deal with Viacom to provide broadband video content to 17 local CBS websites, Mediaweek reports (via MediaBuyerPlanner). The new video content available on the CBS sites will range from family-oriented to technology-focused programs. Studio One's 12 genres of content reach over 55 million web users - 40 percent of the online active audience - yet the company's profile has stayed low, in part because of its traditional media model: It publishes content geared toward specific advertisers, then licenses it to a wide variety of sites, much like traditional TV syndicators and stations.
For example, Studio One's Your Baby Today appears on sites like Baby-Place.com and Parenthood Web, and The Dog Daily appears on CompuServe Pets Forum and Netscape, among others. Media partners such as TimeWarner, News Corp., and ESPN also use content from Studio One.
Because of Studio One's brand friendly environment and targeted approach, advertisers such as Nestle, American Express, Proctor & Gamble, and Ford have regularly taken advantage of the advertising opportunities it affords.
