• by Gavin O'Malley  @mp_gavin, April 21, 2006

Using the interactive tools of the Web to promote TV viewership, UPN on Thursday said it's working with broadband video startup Avant Interactive to offer viewers an online extension of the sixth season of "America's Next Top Model." The deal's financial terms were not disclosed.

Through next week, UPN.com is hosting an interactive version of the Tyra Banks-hosted show's weekly beauty challenge, where fans can scroll across video and then click on products, models, and other items they wish to learn more about. The promotion consists of a set of clips from the show's Apr. 19 episode.

The site (www.upn.com/shows/top_model6) is sponsored by various Procter & Gamble brands, including CoverGirl makeup, Pantene hair care, and Secret deodorant and antiperspirant. UPN is also using the site to promote its own programming, such as its "Veronica Mars" sleuth series.

Avant's V-Click technology essentially makes streaming video interactive, giving consumers more control over media content and branded products embedded within it.

Just last month, Avant entered into a similar partnership with NBC to promote its daytime soap "Passions." Fans were encouraged to click on different items within short video offerings to receive more detailed information about the show's characters, special promotions, and product information, as well as clues about the show's mystery plot line.