• by Gavin O'Malley  @mp_gavin, May 18, 2006

America Online and Mark Burnett Productions have brought the CBS network on board to cross-market their online treasure hunt "Gold Rush!" First announced in January, the reality show will track the progress of contestants as they cross the country searching for buried booty.

CBS signed on as the show's exclusive broadcast partner to promote its fall lineup and several yet-to-be-named sponsors. "We believe this partnership will excite our viewers while also attracting new treasure-seeking players who tune into our fall premieres," George Schweitzer, president of the CBS Marketing Group, said in a statement.

In pursuit of $2 million in solid gold, average viewers will be encouraged to find clues hidden within CBS's shows and commercials this fall, as well as on AOL.com and other media properties.

"Players might be asked what the clock says in the office scene of 'CSI' in the second half of the show," AOL spokeswoman Ruth Sarfaty offered as a possible clue.

Sarfaty said that participating sponsors will probably be announced shortly. Additionally, she said AOL and CBS are considering creating original content that would extend CBS's fall series onto AOL.com.