here is no denying reality TV shows their popularity - especially when they happen to be available exclusively over the web. AOL (www.aol.com), according to some reports, has signed on five top brands to sponsor Gold Rush, its upcoming reality competition series, to the tune of $20 million. The names include Best Buy, Chevrolet, Coca-Cola Zero, T-Mobile and Washington Mutual.

The idea is to integrate each of these brands into the show, which involves groups of contestants competing for both cash and actual gold valued at over $2 million.... more