June 7, 1999
IQ News: Honda to Sponsor Syndicated
Sloane Lucas

Studio One Networks this week will offer sponsored, syndicated content with Honda as a charter sponsor.

The first two "programs," Driving Today and Gamers Today, will run on portals and on automotive and gaming sites. The sponsorship was brokered by Santa Monica, Calif.-based rpinteractive, the digital arm of Rubin Postaer and Associates, whose roster includes Honda. "We're taking advantage of the fact that the Net is so fragmented and that sites need content," said Andrew Susman, CEO of New York-based Studio One. Content is offered in text and audio format, although video may be rolled out later. The first sites to sign up include Dimension Publishing's gaming sites PS Extreme and Voodoo, Autoguide.com, The DoubleClick Network, ESPN Infoseek Racing and Cablevision's EZ Seek Auto Channel.

Sponsors pay to support the content. Although Honda is currently the only sponsor of the first two programs, other non-competing advertisers could also sign as sponsors. Future plans include e-commerce areas that could generate revenue for both Studio One and sponsors.