The Recording Academy is dumping Yahoo as its official online partner in favor of CBS Interactive.
Given the Eye's close association with the Grammys, move isn't a complete shocker. Still, the Academy's decision is an indication that CBS' web unit has matured to the point where it can compete for outside intitiatives that were once the exclusive domain of major portals such as Yahoo.
As part of the deal, CBS Interactive will produce a live online Grammy red carpet pre-show and offer full streaming video coverage of the lengthy pre-Grammycast, along with several other initiatives. CBS Corp.'s Last.fm will also provide content themed to the Grammys.
"There are only a few annual tentpole events that a media organization can count on to drive traffic, business, buzz and community activity," said CBS Audience Network senior veepee/g.m. Joe Ferreira. "The Grammys is certainly one of those events."
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