YAHOO, TBS ENTER SPORTS-CENTRIC ALLIANCEM

Yahoo and Turner Broadcasting System announced on Thursday a multi-year content and advertising alliance.

Under the agreement, Yahoo Sports will gain access to content from the league sites of the National Basketball Association, the Professional Golfers' Association, and the National Association for Stock Car Auto Racing that are managed by Turner Broadcasting.

And, in turn, Turner Network will be able to exclusively sell all display, sponsorship, and video advertising in Yahoo Sports' NBA, NASCAR, and golf pages on Yahoo Sports.

On Yahoo Sports, Turner will provide live and on-demand video, leaderboards, and editorial content for the NBA, NASCAR, PGA Tour and PGA pages. The league sites will also receive their own fixed location on the relevant sports pages.

The agreement is part of a publisher partnership strategy Yahoo began during the fall, which aims to create an interdependent advertising-reseller network.

"By aligning with Turner and enabling them to extend Yahoo inventory to sell to advertisers, we will engage the most targeted audience of sports enthusiasts available on the Internet, " Todd Teresi, senior vice president of Yahoo's Publisher Channel, said in a statement.

NBC TO BROADCAST EVERY OLYMPIC SPORT

NBC will broadcast all of its Summer Olympics coverage in high definition and NBC and its sister cable networks will provide coverage of every one of the 34 Summer Olympics sports when the Games are televised for 17 days beginning Aug. 8.

In addition, coverage of 25 sports will be streamed live at NBCOlympics.com during the course of the Games. In total, NBC and its cable networks will present 3,600 hours of Olympic Games coverage, including 2,900 hours of live coverage.

All swimming finals, the most competitive nights of men’s and women’s gymnastics and beach volleyball will all be televised live in prime time.

Dick Ebersol, chairman, NBC Universal Sports & Olympics, said there will be more live coverage of this Summer’s games from Beijing, China, that the total of all previous Summer Olympics combined.

“The enormity of what we are doing just blows me away,” Ebersol said.

NBC and its sister cable networks televised 1,210 total hours from the Summer Olympics from Athens in 2004, and NBC broadcast 441.5 hours from Sydney in 2000.

In addition to NBC, NBCU cable networks CNBC, USA, MSNBC, CNBC and Oxygen will also televise Olympic events.