Categories: Articles

CBS Goes After YouTube With Innertube

This is cool on so many levels. I love the fact that a major broadcaster is creating a unique broadband/online channel. I love the fact that they are playing off of the brand (and popularity) of YouTube. I love the fact that it’s also a very cool name – CBS launches Innertube.
Innertube will fall within the CBS.com domain and is a true broadband channel that supports their current broadband initiatives for their sports and news properties.
You can read the news-type details about Innertube here: MediaPost’s Online Media Daily – CBS Launches Broadband Entertainment Channel.
Innertube is going to have “short-form programs… extensions of CBS shows like Survivor… entire prime-time episodes after they have aired… CBS classics like I Love Lucy… sketch comedy.”
But, here’s what got me all hot and bothered:
“The platform will also act as an alternative programming option for CBS shows that couldn’t cut the mustard on its network, like the ill-fated comedy-drama Love Monkey. With innertube, CBS ‘can tap into narrower but very aggressive audiences,’ CBS Digital Media President Larry Kramer explained.”
Remember my post on Slivercasting?
The bigger news for brand people is the true power of YouTube. CBS had an opportunity to name this channel whatever they liked. As a new online video portal, CBS decided to align this offering with the YouTube brand because of its strength and emotional attachment to consumer generated content and the world of online video.

Mitch Joel

Mitch Joel lives at the intersection of technology, business transformation and consumer culture. He is the Executive Director of Next Era Institute, a strategic intelligence platform helping leaders understand the forces reshaping business, technology, culture and society. The Institute identifies which shifts matter, explores their wider significance and translates them into strategic direction and momentum. Mitch is also a globally recognized keynote speaker. He has delivered thousands of presentations across both B2B and B2C industries to organizations including Google, Walmart, LEGO, Shopify, Microsoft, Procter & Gamble and Unilever. Strategy Magazine has called him “one of North America’s leading visionaries.” Mitch built his career by working directly inside the waves of change that reshaped modern business. He founded and built a digital marketing agency that worked with some of the world’s largest brands and was later acquired by WPP, where he served as President of a firm operating in 25 countries with almost 3,000 employees. Mitch is the bestselling author of Six Pixels of Separation and CTRL ALT Delete, and the host of Thinking With Mitch Joel, one of the longest-running business podcasts in the world. His writing and commentary appear in outlets including Harvard Business Review, Fast Company and Inc. Magazine. He is a member of Dr. Marshall Goldsmith’s 100 Coaches and was named to the Thinkers50 Radar. Mitch also hosts Groove – The No Treble Podcast, documenting the oral history of electric bass players. Mitch is also Co-Founder of ThinkersOne, a platform that enables companies to bring personalized thought leadership from world-class experts into meetings, events and off-sites in focused 15-minute bursts.

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