• The New York Times, Monday, March 22, 2010 12:28 AM

As more marketers turn to Web video, many are increasingly doing so in addition to, rather in place of, television. Take, for instance, "The Next Round Served Up by Jim Beam," a Web series for Jim Beam bourbon that ESPN plans to introduce on April 4. Although the Webisodes will be on ESPN.com, excerpts will appear during the first commercial breaks on 11 p.m. episodes of "SportsCenter" on the ESPN cable channel.

The pairings of Web video and television reflect a belief that the old and new media can coexist and benefit from each other. That idea has been reinforced recently by growing audiences for the Super Bowl and other big events on TV. They seem to be stimulated by blogs and social media like Facebook and Twitter, enabling viewers to discuss together what they are watching separately.

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