Yahoo to Produce Ads for ‘Apprentice’ Website

Internet media company Yahoo Inc. said it struck a deal to produce, host and sell advertising for the official website for the second and third seasons of NBC’s “The Apprentice.”

Yahoo said it would also integrate exclusive content from the television show starring real estate mogul Donald Trump throughout its online network as part of its multi-program content relationship with “reality” television outfit Mark Burnett Productions.

The move comes as Yahoo continues its push toward providing more branded content to users and advertisers, said Jim Moloshok, who this summer was named Yahoo’s senior vice president of entertainment and content acquisition and assigned the job of forging content and advertising deals with movie and television studios.

Yahoo shares rose 11 cents to $30.49 on Nasdaq.