• by Wendy Davis  @wendyndavis, August 4, 2006

CBS has snared Dentyne gum and Sony Ericsson as sponsors for its upcoming online reality dating show, "Hook Me Up," which will be available on CBS.com's broadband channel, innertube.

The sponsorships will include video ads and product placement within the Webisodes, a CBS spokesperson said.

CBS.com's "Hook Me Up," which will start casting calls this weekend, will focus on four people wooing the same contestant. Three five-minute Webisodes will be posted each week, and audience members will be able to vote on which of the competitors can return for another chance to win over the contestant.

"Hook Me Up" is one of several new Web programs that CBS has developed for its ad-supported broadband channel, innertube, launched in May. Other Web-only programs on innertube include the online makeover show reality "Greek to Chic," and "InTurn," featuring hopeful actors who compete for a spot on the long-running soap "As the World Turns." CBS additionally is extending TV shows like "Big Brother" and "The Amazing Race" on innertube by streaming Web-only extras, such as behind-the-scenes footage.

Coincidentally, Yahoo also developed a Web reality show titled "Hook Me Up," but the Yahoo show focuses on technology. CBS and Yahoo executives are aware of the shows' identical names, but decided not to challenge each other for rights to the name because the shows are so different that there's little chance of audience confusion, a CBS spokesperson said.