Fascinating development. CBS, which after splitting from the rest of Viacom, now has no cable networks and no love for the cable biz. So as part of its "Bypass Cable" strategy, it has created Internet-only channel "Innertube," an advertising-supported broadband channel designed to lure younger viewers and online ad dollars to the network. Per Daily Variety, "Channel, launched Thursday, will be widely promoted on CBS and provide an outlet for shows developed for the Internet; library shows like "The Brady Bunch"; and, pending talks with local stations, primetime shows such as "CSI" and "The Amazing Race" (Daily Variety, May 4).
"With this broadband channel, we've essentially bypassed cable and created a general entertainment outlet," said CBS Corp. chief exec Leslie Moonves. The first shows on the channel were developed expressly for broadband, including "Greek to Chic," in which frat boys learn personal hygiene and dating tips; "BBQ Bill," a scripted sketch comedy series; and "Animate This," in which celebrities narrate events from their lives via animation. The net announced seven other original Web skeins to debut during the summer, as well as companion programming for CBS shows, such as "Beyond Survivor." Existing online programs such as "House Calls: The 'Big Brother' Talk Show" will also get a window on Innertube. Eye is negotiating with its affiliates on a deal to stream network primetime shows at some point after they have aired in exchange for profit sharing and some kind of promotion of the channel on local stations.
In outlining programming strategy for the channel, Moonves said that shows could move between online and the network. "Let's say we had an idea that was a little bit out there," Moonves told Daily Variety. "We could do five minutes a week (on Innertube) ... and see if it catches on. It's a cheap R&D lab." It's a cable network -- without the cable. Curious to see whether cable and telco broadband providers, in a world without Net Neutrality, will discriminate against this CBS broadband network that is trying to blow up their gatekeeper/toll booth business model. Link: Variety.com - Innertube launched.
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