CBS: I heart YouTube

Quincy Smith, President, CBS Interactive , in a press release:

Above all the other good news, what’s most exciting here is the extent to which CBS is learning about its audience as never before. YouTube users are clearly being entertained by the CBS programming they’re watching as evidenced by the sheer number of video views. Professional content seeds YouTube and allows an open dialogue between established media players and a new set of viewers. We believe this inflection point is the precursor to many exciting developments as we continue to build bridges rather than construct walls.

And he backs up his newfound affection for the video network with numbers. As Pete Cashmore puts it, "Analysts have long been saying that YouTube is a gift for the TV networks: now we have the stats to prove it."

Ratings for the network’s late night programs, in particular, have shown notable increases. CBS’s “Late Show with David Letterman” has added 200,000 (+5%) new viewers while “The Late Late Show with Craig Ferguson” is up 100,000 viewers (+7%) since the YouTube postings started. Although the success of these shows on YouTube is not the sole cause of the rise in television ratings, both companies believe that YouTube has brought a significant new audience of viewers to each broadcast.

They haven't got it all figured out, however, as this comment on the Lost Remote blog points out:

So, let me get this straight CBS…

You post video all over Youtube.. INCLUDING Letterman…

But, on OUR local CBS affiliate web site, we still have to live with your RIDICULOUS limitations in posting Letterman video?

(Currently limited to be posted for only 24 hours after it runs…)

Hmmmm… I guess I’ll just start embedding CBS/Youtube video in my site…

Seems as if there is a penalty for being an affiliate (other than the wonderful Katie ratings these days…)

Delivering value to the affiliates will be critical to the long-term, but they'd be silly to ignore the potential of YouTube today.


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