CBS Tries Online Tactic to Push Shows

NEW YORK In an effort to engage and attract viewers to its TV offerings, CBS has created an editing studio, called Eyelab, dedicated to creating CBS-based promotional content that will be distributed across its interactive platforms, including CBS.com and CBS Mobile.

The short-form videos will be produced by fans, next-generation online content editors and network producers.

CBS’ intention is to provide users with the ability to engage and sample its proprietary content.

All clips will be tied to content from CBS News, sports, entertainment, late-night and daytime rosters, as well as CSTV and Showtime.

“Recognizing that short-form content is what our viewers want online, we’re committed to bringing CBS fans short, easy-to-digest clips-which they can take and mash up, rework, re-edit, and no doubt, inspire us with their creativity,” said Anthony Zuiker, executive producer and creator of CSI.

“We are well aware that the Internet is the world’s best laboratory and we want to encourage our loyal and passionate fans to lend their creative ideas and talents in a way that makes CBS content their own,” said Patrick Keane, evp, CMO, CBS Interactive.