• by Mark Walsh  @markfwal, March 12, 2009

CBS Sports has extended its March Madness on Demand service to the iPhone--but it won't come free.

The new application for the iPhone and iPod touch offers live video of all 63 games of the NCAA Men's Basketball Tournament from the first round starting March 19 through to the championship game April 6 for $4.99.

The service will include updated bracket information and scores as well as the ability to click directly from brackets into live video. It will also package CBSSports.com's Edge Matchup game previews with team breakdowns and match-up comparisons throughout the tourney.

Following each game, users can view a full tournament scoreboard, including game recaps, player and team stats and video highlights of every game. Final Four games will be offered individually for $1.99 each on Apple's iTunes Store the next day.

Created by CBS Sports Mobile and mobile video provider MobiTV, the app relies on MobiTV's streaming technology to deliver game broadcasts via WiFi rather than AT&T's 3G wireless network, which powers the iPhone.

Unlike the free online version of MMOD--which sells advertising separately from the television broadcast--commercials shown on the iPhone service will be the same as those that appear on TV. CBS has sold some $30 million in online advertising for the tournament, up 30% from a year ago but still only a small portion of the overall $600 million in ad revenue the network generates from the event.

The MMOD app follows the recent launch of CBS' TV.com app for the iPhone. It also offers applications for its CBS EyeMobile and Last.FM services.