CBS to follow ABC with free hit content online
Advertising Age - CBS to Stream Prime-time Shows Through Innertube
Excerpts:
Just weeks after ABC touted the success of its online rebroadcasts of first-run shows, CBS has followed suit and will offer several of its top prime-time shows online, through the network's broadband channel, Innertube. The network will offer up "CSI," "CSI: Miami," "CSI: NY," "NCIS," "Survivor" and "Numb3rs," along with newcomer "Jericho."
CBS Digital President Larry Kramer said the shows were chosen because the network has the most control over them, having either produced or co-produced them. He said he would like to have more shows on Innertube soon.
Like ABC's offering, the shows feature limited commercials, probably three 30-second spots per show, Mr. Kramer said. Some will be Ultramercial spots, which require users to click on them to get back to the program. And the network is looking at other options down the road, including one where advertisers will be able to target their ads to a particular subset of people, and a model in which users can pick the advertisers they want to hear from during the episode.
The trick to being able to repackage on-demand shows online was an agreement CBS came to with its affiliates in early summer, Mr. Kramer said. The deal allows the network and its affiliates to share revenue from digitally distributed programs.
