Microsoft Bing has signed a sponsorship deal with UK's cartoon TV programme Simpsons. Microsoft is pushing its search engine portal quite heavily and the new sponsorship deal is a part of the same plan. This is the first time ever in the history that Microsoft is sponsoring a television show in US.

Bing's deal with Simpsons is for three months, which will end by June 2010. As per this deal, there will be specific TV commercials of Bing which will feature the Simpson family members using the search engine. The ad film is 30 seconds long and the tagline says 'Bing and decide'.

The idea behind the TV commercial is to position Bing as a search portal that reduces the information overload and gives more relevant results of the various searches by users.    

These advertisements will be showcased on Channel 4 and Channel 4+1. This is also the first time that any technology company is sponsoring this popular TV show. Microsoft will support this campaign through the online medium too on its own networks.

The technology company is gung-ho about Bing as it has been picking up significant share in the search engine market, slowly but steadily. However, it still lags far behind the market leader Google which enjoys majority share in the search market, globally.