TV production company Core Media Group, best known for “American Idol,” inked a pact with celeb website PopSugar to jointly develop and distribute scripted and non-scripted projects.

The deal fits within the trend of established media companies working with Internet upstarts. In fact, PopSugar last month announced a partnership with TVGN (formerly TV Guide Network) to produce a half-hour daily entertainment news show titled “PopSugar Now” geared around awards season.

Under the Core Media-PopSugar partnership, jointly produced content will be targeted to PopSugar’s core demo of women 18-40 and will be intended for distribution on all screens, including broadcast, cable and online (including popsugar.com).

Core Media, which boasts programming deals with more than 30 television networks, will manage TV joint projects and PopSugar will manage online joint projects.

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“Core Media Group and PopSugar are experts in their respective fields,” Jen O’Connell, head of U.S. television for Core Media, said in a statement. “With strong, combined ties to both the traditional and online entertainment communities, this collaboration makes sense on every level.”

Among other deals, Core Media Group’s Halfire-Core Entertainment recently teamed with A&E and Mark Wahlberg for a remake of “Highway to Heaven.” Core Media, which changed its name in May 2012 from CKX, has offices in New York, Los Angeles and London. The company’s properties include “American Idol,” produced via its 19 Entertainment division, and broadcast franchise “So You Think You Can Dance.”

Privately held PopSugar is funded by Sequoia Capital and Institutional Venture Partners. The company is based in San Francisco, with offices in L.A., New York, Chicago and London.