Microsoft Corp.'s MSN has signed a deal with Mark Burnett Productions to broadcast original content from the upcoming reality program Rock Star: INXS, which airs on CBS this summer.

The deal comes after MSN rival Yahoo announced its own exclusive arrangement with Mr. Burnett's company to produce a live boxing bout with contestants from NBC's The Contender, which will be available only to online viewers at Yahoo.

With broadband penetration among online U.S. households expected to hit 60% this year, the deals demonstrate the extent to which the major purveyors of video online -- which can only be viewed easily on broadband -- are vying to grab and show the most original content in the most innovative ways.

About the Burnett/MSN deal, AdAge goes on to say:

Advertising opportunities will include 15- or 30-second streaming video ads and standard Universal Ad Package ads on the Rock Star: INXS site and throughout the MSN network. "It gives advertisers multiple touchpoints throughout the MSN areas," said Karen Reidetzki, MSN's product manager. Online-TV package deals will also be offered, Mr. Riggs said.