• April 9, 2008

Yahoo Sports is pumping up its programming with content from GrindTV, a video site featuring "action sports" including skateboarding, surfing, snowboarding and motocross. The new co-branded GrindTV channel will add 1 million extra viewers to the section, according to Yahoo.

The channel will feature video from action sports filmmakers and brands, as well as original footage from GrindTV Productions. Editorial content will include special features, event information and expert blog posts.

Yahoo is counting on the new action sports offering to draw advertisers seeking to appeal to the young, active demographic that defines the category's audience. Yahoo Sports features channels devoted to traditional sports such as basketball, football and baseball, but has added more exotic categories including mixed martial arts and Australian rules football.

Yahoo Sports had traffic of 19.2 million in February 2008, up from 13.1 million in the year-earlier period. Yahoo Sports advertisers include Toyota, KFC and UPS.

--Mark Walsh