MEDIA: Teens: More TV Is Less TV.

Marketers who target teens should expand their broadcast reach beyond traditional television to online viewing — or risk losing a substantial and growing audience. That's according to a new study from MindShare Online Research group, which found that clearly one out of every three teens ages 12-17 (and one in four tweens ages 8-12) watch television programming online. Not surprisingly, television was the medium that would be most missed if taken away, followed by video games and internet. Newspapers and magazines barely registered a single percentage point.

SOURCE: MediaBuyerPlanner Daily, NOISE

STRATEGIC PARTNERSHIPS: What's Next? iCoffee?

Here's a tip to any company that desires to extend its brand in new and unique ways: follow the example of Starbucks.

In conjunction with an announcement that the venti retailer aims to double its U.S. size in the next five years, and ultimately grow to 40,000 locations worldwide (10,000 more than previously planned), Starbucks has announced a strategic partnership with Apple Computer to offer its unique blend of coffee house music on iTunes. Plans are for both parties to split the profits. The mind begins to whirrrrrllllllll, like on a triple shot of espresso, at the cross-promo opportunities.

The lesson's pretty simple. If you're a brand leader, surround yourself with like brand leaders, leverage each other's cachet and explore every potential, logical, profitable extension.

SOURCE: Brand Noise, NOISE

CREATIVE: It Tastes a Lot Like Chicken — the Xbox Game, That Is.

How good is your agency's advertising? So good that you'd make a video game of it? Not too many campaigns can claim this — in fact, I can't think of another — but Burger King's (in)famous subservient chicken is soon to come to gamers. Word is that come November, fans of The King, his love interest Brooke Burke and Subservient Chicken will all be featured on Xbox 360 video games, available for $3.99 (plus a meal, of course) at Burger Kings. According to sources, the games will feature five different theme parks and "challenging scenarios" (like wolving down BK food, perhaps?). Silliness aside, you've got to give it up to a campaign that's so successful it transcends advertising into mainstream society. If you want to call Subservient Chicken mainstream. For those who haven't a clue what the fuss is all about, visit subservientchicken.com for a (pardon the fowl pun) hoot.

Source: Adweek Interactive, NOISE