WebMD Gets CBS Extension

It wants to drive incremental traffic.
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WebMD (WBMD) agreed to provide content and resources to the CBS Evening News, The Early Show and CBSNews.com.

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WebMD said CBS News "will work closely with WebMD to produce regular, co-branded medical and health news segments." The deal expands an agreement with CBSNews.com "by giving readers more daily content from WebMD."

The agreement is exclusive as it relates to on-air programming, WebMD said.

"The key to satisfying Americans' increasing thirst for medical and health news is to be the best at explaining new and often complicated information," said CBS honcho Sean McManus. "Combining the resources of CBS News with those at WebMD will enable us to provide the most comprehensive coverage, whether it be breaking news or in depth reports.

"Factor in Katie Couric's well-known commitment to medical reporting," McManus added, "and CBS News is better equipped to cover medical and health news than it ever has been before."