MediaMorph: DL.TV

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WHAT IT IS: Half-hour to hour-long original video programming created twice weekly by the Internet unit of Ziff Davis Media. Though DL.TV, which launched as Digital Life TV last August, does not attempt to present video versions of Ziff Davis titles like PC Magazine or Sync, it represents another step by media companies toward a media-neutral, liquid-content world. DL.TV includes interviews with technology experts, coverage of industry events like the Consumer Electronics Show and content from Ziff Davis sites like

HOW ADVERTISERS CAN USE IT: DL.TV offers sponsorship programs, 15-second and 30-second spots, adjacent banners and other ways to get in front of its viewers. Marketers that have already signed on so far include Microsoft and CDW, the electronics retailer.

WHO ELSE OFFERS ITV CONTENT: Ziff Davis Internet is far from the only video provider online, with everyone from CBS News to Meredith Corp.'s Better Homes & Gardens offering up clips. But it is one more company with roots in print publishing that has now branched out to media formats that were once unanticipated. Ziff Davis also benefits from its magazines' strength in technology coverage, attracting audiences that are often early adopters.

WHAT'S TO COME: More. Ziff Davis has built a dedicated Internet protocol TV studio in San Francisco, from which it hopes to rebuild the traffic that it once owned with TechTV, introduced in 1998 as Ziff Davis TV. (TechTV has since changed ownership more than once and was finally folded into Comcast's G4 network.)

THE BIG QUESTIONS: How well can Ziff Davis make viewers out of its readers? And do advertisers have the ability and the commitment to sort wheat from chaff among all the new niche media outlets?

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