×

“Entertainment Tonight” is bolstering its presence on the Internet, inking an exclusive cross-promotional pact with Yahoo!

Deal will help “E.T.” woo Yahoo!’s millions of daily visitors, while the Internet company will use exclusive content provided by the syndicated newsmag to bolster its own entertainment offerings across its Web sites.

Yahoo! attracts an average of 13 million people to its main homepage per day.

Partnership marks the first time that Paramount Domestic Television or “E.T.” have inked a deal with a dot-com. Newsmag had previously been operating its own Web site since 1995 but was looking to expand the site’s reach.

“Our core competency is content and not technology,” said Michael Mischler, exec veep of marketing for Paramount Domestic TV. “We could only go so far with the technology and infrastructure. In our ongoing efforts to expand our online visibility, finding the right Internet partner, whose reach equaled the scope of ‘E.T.’ viewers, was key in targeting Web users with an affinity for entertainment news. Yahoo! is an ideal partner for ‘E.T.’ and for our affiliate stations.”

As part of the deal, which is also Yahoo’s first deal with a TV show, the companies are launching “E.T.” on Yahoo! Entertainment (et.yahoo.com and etonline.com).

Yahoo! will help drive viewers to “E.T.” by promoting breaking news stories appearing on the show each night. Meanwhile, “E.T.” will drive fans back to Yahoo! with on-air mentions to check the Web site for more behind-the-scenes info and video footage for stories.

Deal also will include the creation of at least eight co-branded Web sites per year covering events like the Emmy Awards, the Golden Globes, the Grammys and a fall TV preview.

“As more people are turning to the Internet as a source for their entertainment news and information, this relationship helps meet the growing demand for information,” said Jim Moloshok, Yahoo!’s senior veep of media, entertainment, information and finance. “We are not content originators. Being able to assemble the best selection of content on our site is key.”

Financial terms of the deal were not disclosed, but Paramount Domestic Television, which produces “Entertainment Tonight,” is likely shelling out dollars to appear on Yahoo!’s sites. Yahoo! also will be selling advertising on “ET”-branded Web sites, generating coin the companies will likely split.