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November 16, 2006

Strategic New Convergence Partnerships Around Us: Revver/Fame TV; MySpace Concert Webcast; MTVN/Nexon Partnership for Neopets

Here are three new deals that are worth taking a look at as to how they fit into a drive toward cross-platform distribution and greater use of video content online, for purposes of user-generated content and Internet-only content.

1.) Revver/Fame TV Deal. The Web site Revver, an advertising-supported site that allows users to share videos with some of the revenue going to content creators, has formed a partnership with Fame TV, a UK broadcast channel that exclusively features user-generated content. The partnership further develops cross-platform interest in user-generated content. Greg Baumann with TelevisionWeek writes, "The partnership represents another step in the integration of user-generated material and traditional television. Fame TV joins Current, a U.S. based cable channel, as an outlet for video created outside the entertainment industry's established structure." Beth Snyder Bulik with Advertising Age points out that "Fame TV runs nine boxes on-screen at one time, each titled and given SMS codes so that viewers can vote for their favorites via cellphone." And Revver is the online site that discovered and promoted the now-famous Mentos/Diet Coke user-generated videos.

2.) MySpace Concert. Here's a first: a concert Webcast on MySpace. The concert will combine performances of various artists with user-generated content. Mark with Digital Media Wire has further information on the concert, a six-hour live webcast that "will utilize MySpace instant messenger to let fans interact with artists during an exclusive live music performance."

3.) MTVN/Nexon Game Partnership. Our partner here at C3, MTV Networks, has formed an alliance with Nexon for promotion of MTVN's Neopets. Check out this press release from the PR Newswire. The company calls this a "broad based strategic partnership" that will enhance the online community for Neopets, on the one hand, and Nexon's massive multiplayer online games have major penetration in Korea, where the company will help MTVN market Neopets, and the company will be adding personalized virtual items for Neopet owners to buy. In return, MTVN will market Nexon's online game titles throughout its online and cable networks, as the company plans to branch several of its games into the American market.

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