AFI BLOG: Media and Technology

TV Week

Online Competitors Become Partners in Cross-Promoting Shows to Viewers

A CBS viewer isn’t likely to see the network run a promotion for NBC’s “Heroes” or ABC’s “Grey’s Anatomy.” But on the Internet, cross-promotion of online video shows has become a way of business—and one that’s paying off.

Last month, online video-sharing site blip.tv formed a partnership with online network Revision3 to cross-promote each other’s shows. Revision3’s “Web Drifter” and blip.tv’s “Geek Entertainment TV” have been running post-roll ads promoting the other show for about a month now. Since the promotion started, “Geek Entertainment TV’s” viewership has risen 93%, and Revision3 said views of “Web Drifter” have doubled.

As a result, the two parties extended the deal into mid-January. Blip.tv is a platform that carries original and serialized shows for the Web and shares ad revenue with creators. Revision3 produces online shows, most of which are tech-centric.

Other online video sites and services are marketing competitive sites and shows.

…read on…