CBSNews.com Has New Website, Next Effort is Growth

By on 06/18/2009 3:35 PM @beet_tv

Earlier week, CBS News introduced a completely redesigned website with more videos featured and integrated into text reporting. 

In addition to the site redesign, the network is adding more web-video only programs, including the daily Washington Unplugged (clip below) and the new Crimesider spin-off of 48 Hours.

On Tuesday, I went over to the CBS Broadcast Center to speak with Mark Larkin, Vice President of Programming and Operations, CBSNews.com.

Mark says now that the redesign is complete, the company's focus is on growth. A transcript of the interview is below.

Rafat Ali writes in paidContent this week about the redesign, saying that the network has a lot of catching up with its competitive set.

Watch CBS Videos Online

Andy Plesser, Executive Producer

Disclaimer:  CBS Interactive is a client of Plesser Holland public relations.

Video Transcript

Mark Larkin:  Video, you know is, it's really an integral part of what we do obviously at CBS, and we wanted to make sure that it was an integral part of the site experience as well. So we took great pains to make sure that we were incorporating video throughout the entire experience, really leaning on video and images as a part of the overall news experience for the site itself, but also threading it through the story pages and the blog pages and that the pages and the doors that are designed to represent the shows that are on broadcast. And in addition to that we launched a, more of a video destination, so if you are a consumer of online video you can go to the video side at CBSnews.com, and you can watch a number of videos in a playlist form, you can drill down into the different shows that you might be a fan of, or look for specific clips through search. And really kind of immerse yourself in the video experience on CBSnews.com.

So CBSnews.com if you start at homepage you can tell if you were a fan of the site before or a visitor of the site before. It is dramatically different and it's color palette, it's got a carousel on the left hand side, we've eliminated left-hand navigation. It still has its story stack in the middle there, but as you scroll down you can see that we have, we've incorporated photo galleries and video sections and then all, all the different verticals that we cover, be they health or politics, US, world, etc. etc. on that front page.

We also have incorporated a Twitter feed on the front page that's pulling in all the different CBS news properties' Tweets throughout the day. That's dynamic and continues to update throughout the day so that we're really happy about that. But we're more than just CBSnews.com, we're also a reflection of the shows that are on the broadcast so as you see through the top navigation we have the Evening News and we have the Early Show and we have 48 Hours and 60 Minutes, Sunday Morning, and Up to the Minute, and each of these different destinations has, reflects that show's unique personality and, and the heartbeat of that show. So, we wanted to make sure that each of those doors were a reflection what made that show special to its audience both on television and online.

And then in addition to all of that we've, we have, we've developed and launched the video destination which were really happy about. This is a big player, there's no mistaking when you comes to video destination what you're there to do–you're there to watch video. It's got a playlist of content that's over on the right-hand side, but then you can drill down by either category by clicking on any of the big images there, or to the shows, or different categories through the left-hand nav on the video page.

Andy Plesser:  How does the redesign work strategically for your business?

Mark Larkin: Well I think, again, a big part of the redesign was putting an emphasis on original content, on video, and on images, and you know you know clearly being from CNET we have optimized this site for SEO in an attempt to kind of leverage that as a traffic growth mechanism or tool and we'll continue to look into partnership opportunities for ourselves to to grow relationships but I think really, it rests on the original content, the content that comes out of the great broadcasts that we do and the relationship that the site has with the broadcasts and the original content that we're producing at .com itself. You know, clearly we have some room to grow and some room to go. And the first half of this year was really about redesigning the site, the second half of the year is really going to be about growing the audience.

Recent Videos
image
Advertising Is Fueling Big Data: Quantcast CEO Feldman

COLOGNE — Big Data technology is key to the future of advertising – but is also being shaped by advertising itself, says media measurement firm Quantcast’s CEO. “Whilst the term ‘ad-tech’ has been around for a while, that term’s been a bit of an oxymoron – ...

image
Reach And Relevance Are Coming Together: Nielsen’s Bradford

COLOGNE — In online advertising, you can either target a specific but small audience like a laser, or reach a broad audience, much of which may be irrelevant. But there is an emerging class of outlet which gives advertisers the best of both worlds, says media measurement firm Nielsen’s UK SVP ...

image
“AdBlocking Goes Mainstream” and Video Publishers are Severely Impacted, PageFair/Adobe Study...

COLOGNE – The use of adblocking software by consumers, which disables banner ads also disables in-stream video ads, is on a rapid increase.   Some 27 percent of U.S. Internet users use some sort of adblocking solution when browsing, according to a study done by Dublin-based PageFair in collaboration ...

image
WPP Ups Investment in AppNexus as “The only alternative to align with Facebook or Google,” Martin...

WPP, the world’s largest adverting holding company is upping its investment in ad tech company AppNexus with a $25 million investment and will use the AppNexus technology to sell ads, the companies announced today. In an interview with the Wall Street Journal, WPP CEO Martin Sorrell says, “The only ...

image
Comcast Acquisition is Powering FreeWheel’s Global Expansion

COLOGNE – Video ad management platform FreeWheel is looking to international and ecosystem growth following its recent acquisition by cable operator Comcast. “We’re powering ad decisioning and management for 90% of broadcast community in the US,” FreeWheel’s global solutions and ...

518422769_2_648_367
Multiple Currencies will Drive Programmatic Video Growth, LiveRail’s Arnstein

COLOGNE — With Nielsen’s OCR, comScore’s vCE and others vying to be the yard stick by which buyers and sellers measure online advertising, is the industry approaching a Betamax moment, in which a single standard will win out? That doesn’t need to happen, says one digital ad exec. ...

image
Death Of TV Is Greatly Exaggerated: GroupM’s Rob Norman

COLOGNE — Some digital media transitions aren’t that pronounced and TV isn’t such a problematic medium after all, says one of the leading ad agencies’ top digital thinkers. “It’s very easy … to take a view that the fast-streaming, uninterruptable, buffer-free, ...

518417644_1_648_367
Brightcove’s New Player Fights Ad-Blockers

AMSTERDAM — Video technology vendor Brightcove last week unveiled Perform, a new service offering publishers its HTML5 video player with analytics, content protection and ad insertion built in. One other feature signifies a war on the ad blockers: “By being able to circumvent ad blockers, we ...

image
Yahoo Evolves Branded Content Approach with Tumblr

COLOGNE  – Yahoo has been involved in branded content for many years, but its strategy has evolved in recent months to become more tailored and also tumblr-centric, says Patrick Albano, VP and Head of Advertising Solutions at Yahoo EMEA, in an interview with Beet.TV. Yahoo purchased tumblr last year ...

518417264_1_648_367
Programmatic Video ‘Three Years Behind Display’: Videoplaza’s Muehle

AMSTERDAM – So-called “programmatic” techniques for controlling and targeting online ad trading are already revolutionizing sales of static display ads; but video is later to the ad-tech party. Display has been like this for a while. Video is two to three years behind,” London- and ...

518417638_1_648_367
HTML5 Video Caters To Savvy Scandinavians: Smartcom:TV’s Larssen

AMSTERDAM — Scandinavian consumers are ahead of the curve when it comes to technology adoption – and that means the video industry must cater for what is one of the world’s first mobile-viewing markets, says one exec from the sector. “We are early movers in the technical industry; our ...

518417263_1_648_367
Opera Sees HTML5 As Cure For Video Fragmentation

AMSTERDAM — Everyone knows how splintered the online video industry is. Opera Software, a veteran web browser maker, reckons TV can learn a thing or two from web standards. “The big problem in the TV market is, everything is fragmented,” Opera Software product management VP Frode Hernes ...

loader