Many of the traditionally impenetrable television networks are
dipping their toes in to online content on the web. Most of this seems
to be on a trial and error basis.
Many are now providing full episodes of their big shows
online, but CBS seems to be going further than that, and has noticed
the shorter attention span of its web audience compared to television
viewers.
In what seems like a step backward, CBS has
now
launched
EyeLab, a service with a collection of short clips from several hit
shows that air on the network.
The videos will appear to be more along
the lines of the user-generated content on YouTube, which CBS
is hoping will keep viewers entertained and serve marketing purposes.
Inspired By Endless Caruso One-Liners
Ironically enough, the inspiration for the service came from a
YouTube video clip of David Caruso of popular CBS show ‘CSI:
Miami’ entitled “Endless
Caruso One-Liners,” in which the amateur creator pasted
together several clips of the star’s witty catchphrases at the scenes
of crimes.
To create its video clips, CBS has hired six young DV editors
(working outside CBS headquarters) who will be responsible for creating
engaging content for EyeLab, which the network says should make the
process more creative and authentic.
“It turns our promotion into content,” said George Schweitzer,
the
president of CBS Marketing. “The clips about ‘CSI’ or something from
how a director shoots a scene in the show ‘NUMB3RS,’ these are all
things that link back to our shows.”
It is possible that this service could survive, but will it be
enough to boost ratings and get more viewers, which is surely CBS’
ultimate reasoning.
No Guarantee Of Success
Research at the network indicates that less than a third of
viewers
are interested in viewing full-length shows online, according to the
President of CBS Interactive, but does that mean that the other
two-thirds just want behind-the-scenes footage and blooper reels? I
guess if it worked for YouTube, it has a chance here.
It looks like CBS may have the best online strategy yet. Their
Innertube
full-episode viewer is already one of my favorites of all the networks,
allowing users to resume a video where they left off, even after
closing the player.
Also, look for the new CBS
homepage
that is coming soon, which takes the network even further into the
world of web 2.0, complete with widgets, tagging capabilities, and
profiles for registered users.
Michael Garrett is a contributing author discussing the social networking world, his work can be found on Profy.com
