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CNET Signs Two-Way Video Deal with NBCU-News Corp. JV

CNET Networks, which already has a deal to distribute CBS video, also will be part of the NBCU-News Corp. NewSite network thanks to a multi-year pact announced late this morning. The deal goes beyond making video available through CNET’s and promoting it across its networks: CNET also will be a content provider making “thousands of clips” available non-exclusively through the new network. This isn’t NewCo’s first deal of this kind — Comcast is a two-way partner as well — but it is the first content deal with an online-only producer. It expands the distribution base and the programming library.

For CNET, it highlights the transition from tech publishing to passion publishing with sites aimed at particular niches. Take NBC hit Heroes, for instance: CNET Networks CEO Neil Ashe told me an estimated 20 percent of the show’s viewers — some 3 million — have been to the space devoted to the NBC hit. I’ll have more from that conversation in a bit.