Let's face it: Nobody does promo quite like Diddy.

With his new album Press Play in stores next Tuesday, the Bad Boy is everywhere, receiving keys to US cities, posting videos on MySpace to announce that his girlfriend is pregnant, giving an exclusive track to launch the Best Buy Digital Music Store, and appearing at the VH1 Hip-Hop Honors event.

Now Diddy is getting his own online video channel, dubbed Diddy TV. Like the video-sharing giant's previous deal with Paris Hilton and Warner Music Group, Diddy's channel will be sponsored, this time by Burger King.

The channel currently features a video of Diddy--real name Sean Combs--walking into a Burger King in New York and ordering. "I'm having it my way on this album, and it's been a great journey for me, so I'm grateful for partners like Burger King Corporation that are helping me bring a fresh sound to my fans," Diddy said in a statement. "They share my passion for being tastemakers and giving the people what they want."

Burger King has also signed on to sponsor Diddy's album promo tour later this month.

Earlier this week, Diddy told MTV News that Press Play will likely be his last album.

"To be honest, I would love for it to be the last one," he said. "My first couple of albums talked about drama, death, tragedy, controversy--ups and downs. This album is about love. I would love to end it on a note of love. I don't want to overstay my welcome. I feel like I'm at my best on this album.

"So many things at the end of the day are my strong points. I look forward to my acting career. But right now, the focus is on Press Play and us doing the best thing for that."

YouTube was acquired yesterday by Google for $1.65 billion in stock.