(30 November 2005 6:00 pm)

MUMBAI: US broadcasters are increasingly looking to forge deals that link the worlds of television, music and wireless communications.

A good example is a deal done by CBS for its forensics show CSI: NY.

A ring tone featuring a single from rock group Coldplay will be woven into an upcoming episode of CSI: NY. Moments later, after the scene is broadcast, a ring tone from that song will be offered to viewers for download on their cell phones.

This is happening due to a cross promotion agreement between CBS and Capitol Records.

A ring tone of Coldplay's song Talk will be embedded into an episode of CSI: NY which airs tonight 30 November 2005. In the episode, CSI: NY's Danny Messer played by Carmine Giovinazzo) is investigating a case when his cell phone rings to the tune of Talk.

Following the scene, CBS will run promotional messages during the act break in the episode alerting viewers as to how they can purchase and download a ring tone from Talk in Realtone format onto their personal cell phones.

The Realtone version will be available exclusively for one week through most major wireless carriers in the US by sending the text message Talk to a specific number provided by CBS. After this exclusive one week launch window, the ring tone will be widely available, including on CBS.com. In addition to the ring tone, the song Talk will also be used as background music in a scene later in tonight's episode.