US broadcaster NBC has agreed a deal to promote its autumn schedule on video-sharing website Youtube.
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NBC said the move, in which promos will air on a dedicated NBC channel on Youtube, would help reach people who might watch little TV in the summer.
The broadcaster has previously had to ask Youtube to remove unauthorised footage of its shows posted by users.
Meanwhile Warner Bros has begun selling films and TV on Guba.com. It already has a similar deal with Bittorrent.
Youtube allows professionals and amateurs to share video footage.
The NBC deal could see clips from new and old shows, behind-the-scenes footage, and other items exclusive to the internet airing on Youtube.
"The distinction between television and video is becoming murkier and murkier," said John Miller, chief marketing officer of NBC Universal Television Group.
"Rather than putting our heads in the sand and saying this doesn't exist, we're trying to jump in and embrace it."
Warner Bros' deal with Guba allows users to buy or rent films and TV shows, with new movies being made available on the same day that DVDs are released in stores.
New films will sell for $19.99 (£11), older ones for $9.99 (£5.50), while rental starting at $1.99 (£1.10) will allow unlimited viewing within a 24-hour period.
The studio is also planning to sell about 200 of its films and programmes on Bittorrent.com.