CBS Expands Online Presence with AOL Partnership

Strategic Insights -

CBS will launch a full-service presence on America Online (AOL) this fall, expanding its award-winning interactive marketing strategy to the country's largest online service. The new "CBS on AOL" area will offer informational and interactive features themed to CBS's programming, including late-night shows and bulletin boards. This partnership marks an extension of the current AOL/CBS relationship, which provides a pointer to CBS's home on the Internet's World Wide Web.

Key Takeaways:

  • CBS will have a full-service presence on America Online (AOL), offering a range of features including informational and interactive content themed to its programming.
  • The new "CBS on AOL" area will include LATE SHOW with DAVID LETTERMAN and THE LATE LATE SHOW with TOM SNYDER, as well as bulletin boards, a photo gallery, and chat sessions.
  • CBS will offer its advertisers sponsorship opportunities for entertainment-themed interactive programs.
  • The partnership extends the current AOL/CBS relationship, which provides a pointer to CBS's home on the Internet's World Wide Web, CBS EYE ON THE NET (http://www.cbs.com).
  • CBS will have the opportunity to expand its reach to the growing online audience, increasing awareness and sampling of its fall schedule.

Statistics:

  • America Online has 3 million subscribers and is the largest and fastest-growing provider of online services in the United States.
  • AOL offers its subscribers a wide variety of services, including electronic mail, conferencing, software, computing support, interactive magazines and newspapers, and online classes.
  • CBS has established the first full-service presence by a broadcast network on the Internet's World Wide Web with the premiere of CBS EYE ON THE NET (http://www.cbs.com) in February 1994.
  • CBS's success in interactive marketing was recognized by the Interactive Services Association with an award as "Best Online Business-Consumer Application.

Sources:

  • PRNewswire, July 25, /PRNewswire/
  • CBS Television Network
  • America Online (AOL)
  • Interactive Services Association
  • CBS EYE ON THE NET (http://www.cbs.com)