"Recognizing that short-form content is what our viewers want online, we're committed to bringing CBS fans short, easy-to-digest clips," said Anthony Zuiker, executive producer and creator of CBS' CSI: Crime Scene Investigation franchise.

In line with the aspirations of ad agencies everywhere, the shorts created by EyeLab's team of six editors will strive to simultaneously market CBS shows and entertain viewers.

"EyeLab will allow our marketing and production team to tap into a vast new pool of creative resources while attracting new eyeballs to our TV content in a format that works on Interactive platforms," explained George Schweitzer, president of CBS Marketing.

"Online video is not just about TV shows as we know them, and EyeLab content is not for TV," added Schweitzer. As such, EyeLab clips will be distributed across the CBS Audience Network--its online advertising and programming platform with over two dozen distribution partners--along with the recently revamped CBS.com and CBS Mobile.

CBS, however, hasn't forgotten to factor its audience into EyeLab, as it will be encouraging people at home to submit their own mashed-up mosaics of shows like "CSI," "Numb3rs," and "How I Met Your Mother."

"By inviting fans to participate, we expect to grow our already vast content slate tremendously," said Patrick Keane, executive vice president, chief marketing officer, CBS Interactive. "We are well aware that the Internet is the world's best laboratory."

As EyeLab gets underway, CBS and its rivals are busy experimenting with various distribution models, especially with regard to long-form content. CBS recently established a broad Internet distribution platform for its programming through deals with AOL, Joost, Comcast, MSN, and Brightcove, among other partners.

NBC Universal's Hulu.com venture with News Corp. will syndicate content over sites reaching a reported 96% of all Internet visitors (including AOL).

And earlier this month, ABC for the first time agreed to distribute its fall lineup of full-length programming through a Web portal on AOL Video. Until that point, ABC.com was the only destination where consumers could find the shows like "Lost," "Grey's Anatomy," and "Ugly Betty."

Similar to EyeLab, ABC and AOL plan to offer selected short-form programming from ABC via an embedded short-form player, which will debut on AOL later this year. The short-form programming featured on the embedded player will include both original and derivative content from ABC.

This news story is important. I recommend that everyone read it.