• CNN, Thursday, June 19, 2008 10:45 AM

In a prime example of one type of media reaching out to another, the first-of-its-kind alliance between network-owned television stations and local blogs and social media sites was unveiled in Philadelphia this week.

Thirteen CBS-owned television station Web sites across the country are offering embeddable news widgets to a variety of local blogs and sites serving the Philadelphia area. The widgets are supplied with real-time news feeds of local headlines and images.

Philadelphia station CBS 3 sells the ad space in the widgets and shares the revenues with the sites participating in the CBS 3 Philadelphia Network. Says one advertiser, "The presence of CBS in each local market provides us with [useful] access and knowledge of highly localized content."

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