Yahoo has inked a pact with the action sports/lifestyle Web publisher GrindTV to launch a co-branded channel on Yahoo Sports. GrindTV produces news, videos and photos covering sports such as skateboarding, surfing, snowboarding and motocross. Besides focusing on these sports athletes and lives, the site also serves as something of a niche social networking outlet for fans of the genre. And beyond pure sports, GrindTV houses demographic appropriate music videos and photos of “Grind Girls.” For Yahoo, the partnership gives the fast growing sports site more traction in the increasingly popular action sports genre – and likely allows it to compete head to head with AOL’s similarly themed, nearly two year old site Lat34.com. Yahoo execs said that GrindTV reaches a million unique users per month. “This partnership significantly expands the size of the overall Yahoo Sports audience, and will help Yahoo advertisers reach a young, active consumer segment,” said Yahoo Sports vp and general manager James Pitaro.http://www.mediaweek.com/mw/news/interactive/article_display.jsp?vnu_content_id=1003787142
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