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Yahoo!'s Big Original Content Push
CNBC.com | October 21, 2009 | 10:39 AM EDT

On the heels of Yahoo!'s better than expected earningsafter the bell Tuesday, the web giant will announce a partnership later today that represents a new focus on original content. I have the early scoop: Yahoo! is about to announce it's partnering with ad giant WPP's Group M Entertainment to together produce new branded webisodes, both companies bringing in advertisers, together developing concepts that will work for them.

This is Yahoo!'s first production partnership with an ad agency as it pushes to distinguish its inventory, giving advertisers starring roles in popular web shows to engage with users.

  • Media Giant Wrestles With a Shifting Identity
  • Yahoo! already has ten branded shows that run on its various sites — news, finance, sports, etc.

    Some are huge hits, like "Tech Ticker," sponsored by Scottrade, which averages 450,000 streams daily.

    All-in, these shows reached 16.3 million unique US visitors last month. But Yahoo's self-produced shows comprise just ten percent of its video views, and the company says advertisers are consistently demanding more original content to match their marketing message.

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