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Buzzfeed’s Quest For Media Partners

Discussions between new and traditional media companies are heating up but in a way that highlights the profitability and audience problems afflicting each side.

The negotiations that seem to be in vogue these days involve an online video outlet partnering up with a television network to get TV ad dollars and subscription fees. The TV companies want to reach younger people increasingly migrating to the Web and ensure the long term strength of their businesses.

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Meanwhile, taking Web video programming and putting it on traditional TV—an idea reflected in the Buzzfeed-HLN discussions and one that underlies many of the talks, says one executive—faces issues. Web video outlets rarely have enough programming to schedule a full week of a cable channel’s programming, the executive says. And talent costs tend to rise sharply when programming moves from the Web to television.

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Joe Lonsdale
Joe Lonsdale
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Chamath Palihapitiya
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Jonah Peretti
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Adam D'Angelo
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Christina Miller
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Martha Josephson
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Andrew Kortina
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“We’re in a damned if you do, damned if you don’t situation if you’re programming for young-appealing audience sector,” said one executive at a cable network.