E! Entertainment Television's effort to launch its E! Everywhere concept--offering E!'s branded content on a multitude of platforms--got a boost this week when both Sony and American Express signed
up, just in time for Sunday's coverage on E! of the Academy Awards pre-show, "Live From the Red Carpet." This will be E! Everywhere's official launch. "As part of the buy, Sony and American Express
will get 30-second spots in the cable telecast, commercial units within E!'s broadband streaming telecast of the show and within the podcast feed, as well as commercial units at the beginning and end
of the telecast when it airs on video-on-demand on Comcast and Cox cable systems," reports Mediaweek. E! Everywhere, which was the brainchild of E! CEO Ted Harbert, will also be offered to
advertisers for E!'s airing of "The Simple Life. "The concept is that everywhere our viewers are, we can reach them with our programming and advertiser messages with one package," says Neil Baker,
executive vice president, E! Networks and Comcast Network Sales. "This is something we are going to offer all of our advertisers... going forward."
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