Mark Burnett Productions and Internet company Yahoo have extended their partnership through season five of the hit show The Apprentice and now includes The Apprentice with Martha Stewart.
As part of the deal, Yahoo has operated the “official” Web site for The Apprentice at Apprentice.tv.yahoo.com since the show’s second season. It will continue to operate the site, which includes video clips of the show, photos, exclusive unaired footage, polls and links to buy products featured on the show.
In turn Yahoo gets exposure including a prompt at the end of the show that sends viewers to the Web site for more information.
The relationship extends the brand online letting TV viewers become more engaged with the show and leverages the show’s task sponsors as well. For example, the T-shirts designed for recent task sponsor Hanes, are available for sale at the site.
“Yahoo has an amazing ability to seamlessly integrate our televised programming into an interactive format that not only accurately reflects the content of each show but enhances it in new and exciting ways,” said Mark Burnett in a statement. “Yahoo!’s unique grasp of the entertainment world combined with its massive online audience make it the perfect partner and an integral element in keeping shows like The Apprentice at the top of the ratings.”
The show is in its third season and the Web site for the fourth and fifth seasons of The Apprentice and the new season of The Apprentice with Martha Stewart will also feature video, extended versions of show moments, “Pick-Em” fantasy games, cell phone content, photos, virtual tours of Apprentice suites and Trump’s boardroom, editorials from former Apprentice candidates, photo albums and blogs.
“Programming The Apprentice across the Yahoo network has allowed us to provide the user with a unique online experience and to give The Apprentice the broadest reach possible in front of an advertiser’s idea demos,” said Jim Moloshok, senior VP-entertainment and content acquisition in a statement.
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