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NEW YORK Digital media’s rapid rise over the past season isn’t only impacting how broadcast and cable nets deliver their content to viewers, it’s also shaping how they market that content.
This fall, CBS partners with AOL and Mark Burnett Productions for the Internet treasure hunt Gold Rush. The game takes place wholly online, but clues will be found in CBS programs and ads. HBO began promoting the third season of its comedy Entourage by enabling users to interact online with the show’s breakout character, Hollywood agent Ari Gold (Jeremy Piven).
Meanwhile,
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