Sony, Yahoo Agree to Broad Marketing Pact

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Sony Corp. and Yahoo said today that they signed a multiyear branding and content agreement.


Sony and Yahoo will team on the development and distribution of a Web site featuring both company's brands, e-commerce, advisory services and content integration and promotion.


The two companies also intend to develop online marketing programs that will be integrated across Yahoo's global network on behalf of several movies from Sony Pictures Entertainment, including "Ali," starring Will Smith; "The Panic Room," starring Jodie Foster and "Deeds," starring Adam Sandler.


The first part of the deal will be a co-branded site, Sony on My Yahoo, that will be personalized for people interested in Sony's products and services.


In addition, Sony's VAIO computers will be preloaded with software that will allow people to personalize Sony and Yahoo content and services. The Sony on My Yahoo page will be the default start page for people using Sony Style Connect, the company's recently launched Internet access service.


Sony said it also plans to market its brands and products through a marketing program across Yahoo's global network. As part of the program, Sony will use Yahoo Full Service, an interactive suite of data-driven tools and services that will provide Sony with audience targeting, as well as ongoing measurement, optimization and analysis of the marketing program.


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