MediaSpan, a provider of digital content management and online marketing solutions, is merging its two online media divisions.

MediaSpan Online Services is the new name for the group that includes First MediaWorks and Baseview.

“The consolidation will drive the development of a stronger suite of services enabling MediaSpan’s varied base of thousands of local radio, newspaper, television and magazine customers to better integrate their offline and online marketing programs designed to grow new revenue,” MediaSpan said in a statement.

Both groups had offered online marketing, website publishing and customer management solutions.

The new group is rolling out additional services as well, including podcasting and “Fan Frenzy” interactive sports games.

MediaSpan has more than 4,500 media customers.