CBS is kicking off a robust slate of pre-Grammys programming online starting on Friday February 10 for the three days leading up to the music industry awards night on Sunday February 12, said Marc DeBevoise, Senior VP and General Manager, Entertainment, at CBS Interactive in this interview with Beet.TV
CBS has signed on Target and GM as the lead sponsors for the extended online coverage prior to the event.
CBS is also offering a Grammys mobile app for iPhones, iPads and Android devices. DeBevoise explained that the expanded online video and new media efforts serve two purposes — they help promote the on-air telecast and also give CBS a chance to connect with viewers in a new way. The three-day online coverage includes live streaming of pre-Grammy events such as pre-show concerts.
He expects usage to peak during the three hours of live red carpet coverage before the award show itself. But once the awards show starts, viewers will need to tune into the broadcast channel.