The New York Times and business channel CNBC have struck a deal to share news and video clips online as both companies prepare for battle against Rupert Murdoch's Wall Street Journal and Fox Business Network.
Under the co-syndication deal, which will not see any money change hands between the two companies, New York Times articles will be posted on CNBC's website, while video from the news channel will run on NYTimes.com.
"We have agreed to be each other's primary partners on the web, which will strengthen both," said Vivian Schiller, senior vice-president and general manager of NYTimes.com.
The deal, while not earth-shattering - NYT already has content deals with both NBC and MSNBC - is still an acknowledgement that the $5bn acquisition of Dow Jones and flagship title the Wall Street Journal by Murdoch's News Corporation is a major threat to both players.
Murdoch, who is expected to drop the pay barrier for WSJ.com, is aiming to marry the brand and business pedigree of the Journal with the Fox Business Network, the US cable channel News Corp launched in October to take on CNBC.
A shift in content focus for the WSJ is expected to see more political and general interest coverage to more directly take on the New York Times.
The NYT already has a web content-sharing arrangement with NBC and MSNBC, which like CNBC are owned by General Electric subsidiary NBC Universal.
And the WSJ has in place an agreement that runs until 2012 for its reporters to appear on CNBC and limits their appearances on other channels.
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