Hyperlocal middleman DataSphere has added Belo Corp. and 14 of its TV stations in top markets to its client list of broadcast chains who have gone digital at the community level.

“Belo is continually looking for opportunities to help advertisers reach the audiences most relevant to their businesses and investing in solutions to improve the experience for our website visitors,” stated Joe Weir, Belo’s vice president/digital. “DataSphere’s solution offers a simple and effective mechanism for furthering both objectives.  We’re excited to take this next step in advancing Belo’s commitment to local content and to providing advertising solutions to small and medium-sized businesses.”

The Belo markets that DataSphere will serve with tech and sales services include Dallas/Fort Worth, Houston, Seattle/Tacoma and Phoenix.

Besides connecting advertisers with potential customers at the community level, Belo station websites will also feature new local events content from DataSphere that includes thousands of upcoming events and activities in each market. The content allows users to find events by neighborhood, event type or specific timeframe.  Additionally, people can submit their own events for free.

DataSphere’s client list among broadcast chains that have gone digital include Gannett, Fisher Communications, Raycom, Local TV and Meredith. These chains operate 2,000 community websites that reach 70% of the U.S. population. DataSphere provides the technology and sales support, while the stations generate the editorial content.

DataSphere’s clients now include broadcast competitors in Seattle and Phoenix. Belo’s KING (NBC)  competes against Fisher’s KOMO (ABC) in Seattle and its KTVK (ABC) competes against Gannett’s KPNX in Phoenix. All these broadcast chains are investing aggressively in digital at the community level. In Phoenix, DataSphere has a double client relationship that also includes Gannett’s Arizona Republic print daily.

Tom Grubisich writes the New News column, which appears Thursdays on Street Fight.