Dive Brief:

• Tumblr has entered a partnership with Viacom — the parent company of cable channels MTV, Nickelodeon, and Comedy Central — to create "co-branded content campaigns." 
• Viacom will create custom content for the blogging platform to promote and connect to shows on its networks. 
• This is Tumblr's first deal with a television ad partner — a practice that many other social networks are embracing. 

Dive Insight: 

Clearly, there's a strong connection between TV and social media. The "second screen" phenomenon is here to stay, it seems, making it lucrative for social platforms and TV to partner up rather than compete. There's likely a huge amount of overlap between Viacom's target audiences and Tumblr users, making this a win for both parties.