Brands Grab Web Video's Long Tail

Xeni Jardin isn’t exactly a household name, but she has a sizable following. As one of the creators of the popular blog Boing Boing, Jardin’s a bona fide Web celebrity.

Now, Microsoft is hoping she can lend some small-wattage star power to its “I’m Initiative,” which promotes Microsoft instant-messaging and e-mail by tying them to social causes. Through a deal brokered by Federated Media, Microsoft is underwriting episodes of a new Jardin-produced Web series, “Boing Boing TV World,” which gives snapshots of international cultures.

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