Medialink Worldwide will produce programs about auto-related topics for WheelsTV, a cable TV and Internet service devoted exclusively to consumers' interests in cars, trucks and motorcycles.

Under the agreement, which was announced April 4 at the National Cable TV Assn. National Show in San Francisco, Medialink will develop consumer automotive lifestyle programming and WheelsTV will distribute this content via the network's various media platforms.

Greg Willis, executive VP/affiliate sales & marketing for WheelsTV, which is headquartered in Acton, Mass., said it will begin rolling out Medialink's sponsored and non-sponsored content in June.

Lidj Lewis, VP/media relations, for Medialink, said the alliance is "an ideal fit for our news and information packages. This partnership will substantially enhance the content and service offerings of both organizations, and lay the groundwork for future collaborations across all media."

Medialink and WheelsTV will also explore developing new opportunities, such as co-branded radio series serving the sponsorship base of both companies.

For instance, an advertiser on the WheelsTV network might be interested in sponsoring a radio report on how to buy car insurance or "The First Five Things to Do When You GE in a Car Accident."

WheelsTV On-Demand is currently available in seven on the top 10 DMA's. The network has plans to start a full linear network in 2005.

Broadcasting & Cable magazine (March 28) explored Medialink's evolution from VNR producer and distributor to creating and buying time for sponsored "newscasts."

The magazine said Medialink had created and bought time for a prepackaged news program for General Motors.

The "newsbreak," which began with statistics on arthritic Americans, was for "Sit-N-Lift," a powered seat made by GM.