On "CBS News Unveils Web Strategy." Television broadcasters have enjoyed continuing streams of revenues from advertising – even increasing streams, even after these are proving less effective for advertisers. Viewership clearly is fractured, no longer just three (anyone remember?) or four television/video channels. In addition, online everything – Web, new media (video), VoIP, chat, and gaming – are all compelling, non-TV activities that are capturing majorities of some demographic segments (=young males).
So, as advertisers slowly make their way to more compelling and effective alternatives to television advertising, it is not surprising to see that some TV broadcasters have noticed and are doing something about it.
The jury is still out on the ability of the broadcasting industry to adjust to disruptive competition.
CBS still must be sensitive to competing with local affiliates and cable operators. Plus, Web-based content must fit an audience that CBS wishes to serve.
The Web visitor that CBS wants to reach is not in today's TV viewer demographic. Or if this CBS Web visitor is in the current market, then what new demographic do they reach out to and capture. Is it a strategy to stop the bleeding? Of ad revenues? Of viewership? It is difficult to imagine that CBS can stop a migration away from the perception of one-size-fits-all content. The ability to tailor your feed of "one-size-fits-all content" will not capture new markets, stem the flow of viewers and advertising dollars to other media or different, Web-based content.
I wish CBS well, but we'll see what happens.