Microsoft Teams With MTV To Push Local Search

MICROSOFT HAS TURNED TO MTV to tout its Windows Live Local Search, a new mapping and directory offering from MSN that's currently in beta testing. MTV Network's college-focused MTVu will work with Microsoft to produce the upcoming installment of "Quad Squad," a reality program in which business school students compete to create ad campaigns. The contestants of "Quad Squad"--who hail from rival schools Indiana University and the University of Illinois--will create, implement and measure marketing campaigns for Live Local Search. Live Local, which launched into beta testing in December of 2005, is MSN's local search and directory offering; it is monetized by MSN's adCenter, the company's paid search platform.