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Tumblr woos TV networks too, teaming up with Viacom

With its first partnership with a television network, the Yahoo-owned blogging platform is chasing the same prey that other social networks are stalking to turn their finger-on-the-pulse relevance into revenue.

Yahoo CEO Marissa Mayer and Tumblr founder David Karp after announcing Yahoo's $1.1 billion deal to acquire the blogging site. Getty Images

Tumblr is the latest social network to woo television as an advertising partner, announcing Viacom as the first television programmer to strike an marketing partnership with the Yahoo-owned blogging site.

Television networks have been the prom queen every social network wants to take the the dance lately, as they look for ways to turn their finger-on-the-pulse intrinsic value into actual advertising dollars.

Twitter has been wooing TV networks with marketing partnerships that shore up the newly public social network's revenue capabilities. Facebook, the biggest social network in the world, has been shouting about its value for marketing television lately too.

Viacom -- the parent of channels like MTV, Nickelodeon, and Comedy Central -- will inject custom content developed for Tumblr's blogging platform that connects to shows and events on its networks, using Tumblr's suite of ad products. The two companies will also have co-branded campaigns to brands and agencies during the upcoming "upfront season," which is when networks trot out their coming TV lineup to the people who buy ad space on their channels.

The Tumblr/Viacom partnership with start with the MTV Movie Awards, which airs April 13. Before, during and after the show, MTV will post images, videos, animated GIFs and other interactive content to Tumblr that connects to the program.