Neopets "Shows" Launching on Nickelodeon

Viacom will start promoting its site with what it is billing as "mini-shows" on Nickelodeon.

The shows are 15-second interstitials--Viacom will produce up to 20 of them--that will run between other programming starting June 23, "introducing the brand to the Nickelodeon TV audience," as the company put it in a release Thursday.

The shows/spots will introduce characters and embed clues to trivia and puzzles that can only be deciphered by a trip to the Neopets site.

Viacom bought the Neopets site two years ago in one of the first of a series of online investments.

Media companies are increasingly seeking to cross-promote and cross-pollinate their programming online.

John Eggerton

Contributing editor John Eggerton has been an editor and/or writer on media regulation, legislation and policy for over four decades, including covering the FCC, FTC, Congress, the major media trade associations, and the federal courts. In addition to Multichannel News and Broadcasting + Cable, his work has appeared in Radio World, TV Technology, TV Fax, This Week in Consumer Electronics, Variety and the Encyclopedia Britannica.