Tumblr, the blogging site Yahoo bought last year for $1.1 billion, has secured an advertising deal with Viacom, which plans to pitch cobranded campaigns on the site to marketers tied to TV programming for networks including MTV, Nickelodeon and Comedy Central.

Terms of the deal, the first television ad partnership for Tumblr, weren’t disclosed. Viacom said it will offer cobranded content campaigns to marketers during the 2014 upfront season.

The campaigns will combine Tumblr’s suite of ad products with custom content developed by Viacom. Those will span shows and events across Viacom’s cable networks, which include MTV, VH1, CMT, Nickelodeon, Comedy Central, TV Land and Spike.

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The companies expect the partnership to launch with the “2014 MTV Movie Awards,” hosted by Conan O’Brien and set to air April 13. MTV will post images, videos, animated GIFs and other interactive content to Tumblr before, during and after the show. The content will showcase the awards categories, nominees, presenters and winners, as well as the most “buzzworthy” moments and performances from the telecast.

“Viacom’s partnership with Tumblr gives advertisers yet another way to ride the huge wave of social activity fueled by our passionate fans and constant stream of premium content,” Jeff Lucas, head of sales, music and entertainment for Viacom Media Networks, said in a statement. “Tumblr is a rich environment for creative collaboration with advertisers and an immersive platform for us to tell our story in the fun, authentic voice of our brands.”

Viacom since 2009 has promoted its TV properties through Tumblr, and the media conglom has more than 40 blogs and 3 million followers on the website.