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Who says CBS (CBS) is the old fogey network? Sure, this is the channel that brought you such geriatric fare as “Murder She Wrote,” “Touched by an Angel” and “Dr. Quinn, Medicine Woman.” But at CBS’s upfront presentation at Carnegie Hall in New York Wednesday afternoon, the network showed advertisers that it is also pretty cutting-edge.

CBS kicked off the upfront with a video showing an avatar of JoAnn Ross, the president of network sales, flying around in  a Second Life-like environment.  Then, CBS chief executive officer Leslie Moonves took the stage to tout all the network’s digital offerings.

And while Disney’s (DIS) ABC is widely acknowledged as being the most tech savvy of all the TV networks — ABC’s new distribution agreement with wireless phone company Sprint (S) is the latest example of its digital moxie — CBS is no slouch.

Moonves pointed out that CBS is not only embracing online distribution, it is also willing to work closely with the Internet video company that is considered public enemy number one by other big media firms: Google’s (GOOG) YouTube.

To that end, Moonves proudly showed the audience this amusing user-generated video from YouTube that features an edited series of quips delivered by David Caruso’s character on “CSI: Miami.” Caruso’s acting style was a running gag throughout the upfront as he was shown introducing each night of programming with a cheesy one-liner and his slow donning of the sunglasses move.

It was very surprising to see YouTube so prominently featured at an upfront, considering that GE (GE)-owned NBC and News Corp.’s (NWS) Fox are teaming up to launch their own online video venture that could rival YouTube. Plus, former CBS parent company Viacom (VIAB) is suing Google and YouTube for copyright infringement.

But Moonves wasn’t the only CBS executive to talk tech. CBS also trotted out Quincy Smith, the president of its interactive unit, to discuss the network’s digital plans.

In a lively speech, he took shots at other media companies for not partnering with companies like YouTube, saying that “some of our peers have joint ventured exclusively with their belly buttons.” Smith also reminded the audience about CBS’ newly formed CBS Interactive Audience Network, which is distributing content to sites ranging from big corporate owned destinations such as Microsoft’s MSN and AOL, which, like this site is owned by Time Warner, to hot upstarts like social networking site Bebo and online video startup Veoh.

Smith also told the audience that CBS will continue to create original content for the Internet instead of merely putting its TV programs online.

“It’s naive for any network to think that only TV content will work on the Web. Just ask Pearl, Will Ferrell’s landlord,” Smith said, referring to the video on the new online comedy site Funny or Die that has become incredibly popular in just a few weeks.

But of course, all the technology in the world won’t help you if you don’t have programming that people want to watch. So how do CBS’s new shows look? I’ll give the network credit for taking some risks. Even though CBS is not shaking up its schedule too much, several of the new programs are fairly bold, particularly for CBS.

“Cane,” which CBS Entertainment president Nina Tessler described “as a mix of ‘The Godfather’ and ’The Sopranos’ with Latin flair,” looked very promising and was certainly a nice departure from the procedural crime shows that currently dominate the Eye Network’s lineup.

Ditto for mid-season replacement drama “Swingtown,” which is about suburban couples living in open marriages in 1976. Even reality show ”Kid Nation” seems a lot different than all the other derivative reality fare.

Then there’s “Viva Laughlin.” Wolverine sings! Hugh Jackman is one of the stars of this show, which is about a sordid cast of casino moguls who just so happen to burst into song every now and then. Will America like it or is this destined to be the next “Cop Rock?”   I’m not sure. But dare I say it…based on what I did see at CBS’ upfront, the C in CBS just may stand for Cool (thanks, eagle-eyed reader).

Filed under CBS, advertising, television
Posted by Paul R. La Monica 7:39 am 10 Comments comment | Add a comment

So, why is cancelling Jericho, a quality drama with a HUGE internet following to replace it with “Kid Nation” - Kiddie Survivor. Seems to me that Moonvies talks a good game, but doesn’t really mean it.

Posted By Susan, Dillon, CO : May 20, 2007 8:39 pm

I want to say how uncool i think CBS is. One of the best shows of this season is Jericho. They feel that perhaps due to the interruption of the series, they lost viewers, but instead of being creative and showing the whole season withought interruptions, they cancel the series.

Posted By Sharon, Toronto Canada : May 19, 2007 5:59 pm

CBS’s new schedule is not impressive, though their online features have been better than most. Jericho, which was canceled to make way for the ‘child exploitation’ (un)reality show had both the episodes from TV and unique online video content available, as well as wikis & message boards. Now all they need to do is realize their mistake in opting for reality and formula ‘capsule’ shows and bring back Jericho and they will have a relatively unique season lined up that appeals to a wider range of the potential audience.

Posted By Big Joe, Charlottesville Virginia : May 19, 2007 5:41 pm

CBS has a current experiment. It is the message boards for JERICHO. A very large number of fired up and angry fan base has mobilized to let CBS know their outrage at the cancellation of fine show. Kid Nation is JERICHO’s replacement. Kiddy Survivor is more like it. Abandoning children 8-15 is not a good thing. It is just the sort of thing that should raise the eyes of social service workers. CBS be really bold RETURN JERICHO to CBS. Media Biz check out the NUTS campaign at JERICHOLIVES.COM.

Posted By Victoria, Lawton, OK : May 18, 2007 9:17 pm

Paul-
The rebirth of cool? A kid’s version of Survivor, yeah that
not only sounds cool, but it’s sooo original. I fail to comprehend why this is replacing Jericho. Many Jericho fans will agree with me.

Posted By Raquel, El Paso, TX : May 18, 2007 8:29 pm

Skeet Ulrich is the definition of cool, Johnston Green showed us what old school cool was all about. Bring back Jericho!!!

Posted By Jesse, New Bedford MA : May 18, 2007 8:28 pm

“Cane” will devolve into CSI:Caribbean with guns, drugs, sex, and violence.

“Swingtown” will bore audiences as That Desperate 70’s thirtysomething Show.

Kid Nation will flop.

CBS dropped “Jericho,” the one really good new drama series to debut this year. The black-eye network deserves the ratings plummet that they will get

Posted By JB, Linthicum MD : May 18, 2007 8:19 pm

I think it is great that they are creating online content but when they create online content, create an online following, and then cancel the shows, what good is that. Jericho had 8 million viewers and then they canceled it. Now at least the die hard fans are organizing a grassroots movement to try and get them to reconsider. They are boycotting the network, sending them peanuts (thats right, planters) and flooding their phone, email and mail rooms full of opinions.

http://www.jericholives.com

Posted By Tim Whitfield, Merced, CA : May 18, 2007 7:53 pm

I am apalled at the descriptions of the CBS Fall shows. There is not one of them that sounds original or interesting. A reality show about unsupervised kids? A vampire? A cop-rock rip-off musical? I predict television viewership will plunge even lower in the Fall.

Posted By Debra Martinez, Visalia, California : May 18, 2007 7:50 pm

Paul,

I think the CBS machinima was actually filmed in Second Life, not in a “Second Life-like environment”.

Posted By Rhonda, Atlanta, GA : May 18, 2007 11:16 am

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