CBS announces Web video sharing deal with Yahoo

By Ed Oswald | Published June 5, 2008, 5:05 PM

Yahoo said it will join CBS' Audience Network on Wednesday, continuing the close relationship of the two companies.

With the addition of Yahoo to the list of outlets from which its off-air programs are streamed, CBS claims it will reach about 92 percent of US Web households -- by far the most of any content provider.

The announcement isn't altogether new information: Yahoo has carried CBS Web video for quite some time. The first collaboration was the streaming of two network comedies in late December 2005, followed in 2006 by the streaming of 60 Minutes clips as well as local affiliate news videos.

CBS has become one of the most prolific distributors of online content among television networks. In April 2007, it expanded distribution of its content to over a dozen online portals, with 10% of advertising revenues going to its online affiliates.

Yahoo will join these companies, which now apparently number over 300 and are dubbed the CBS Audience Network.

"This announcement underscores the value of CBS's open, non-exclusive, multi-partnership strategy for distributing our content online," CBS' entertainment senior vice president and general manager Anthony Soohoo said.

Wednesday's deal is not one-sided, however: CBS is ceding some of its advertising space on its partner Web sites to Yahoo, allowing it to serve some ads across its pages.

CBS' strategy contrasts starkly with that of NBC Universal, which has gone the opposite way. Along with News Corp., NBCU launched Hulu in March, and remains one of the few sites from which video from NBC's and Fox' various broadcast and cable properties is streamed. Yahoo does also offer some limited content from NBC, although nowhere near the extent that Hulu provides; and NBC Direct offers shows for limited-time download, though its betas have suffered from numerous problems.