MediaBuyerPlanner: A new reality dating show on CBS.com will host Sony Ericsson and Dentyne Gum as sponsors and will include video ads and product placement.

The show, Hook Me Up - located on the network's ad supported broadband channel inntertube - will air three five-minute episodes where the audience can vote on participants. CBS has launched several web-only programs in an attempt to develop its ad-supported broadband channel. Other programs include From Greek to Chic, In Turn, Big Brother, and The Amazing Race, MediaPost reports.

Yahoo also has a web reality show titled Hook Me Up, which discusses technology. Yahoo and CBS decided not to file for rights to the name of their shows. Both agreed that the content of the two shows was different enough to not confuse viewers, the article states.