OK - since you've spilled a bit about it having to do with RSS feeds and for affiliates & sponsors.... I'm going to guess it's an automated media grabber
You're going to database all sponsors rss feeds and offer webmasters a plug-in or script such as
http://www.phppod.com/rssmedia/ to pull from your database
They get a site that automatically updates with content - no work required once it's set up.
Dat's my guess