CBS' 'Big Brother' Goes Live on V-Cast Mobile

CBS has partnered with Verizon Wireless to stream live footage from the eighth season of its "Big Brother" reality series to V-Cast Mobile TV subscribers. MediaFLO, a wholly owned subsidiary of Qualcomm, is also on board as a distribution partner.

Through September, CBS plans to stream hundreds of hours of live programming from the Big Brother house to viewers.

Intent on fleshing out a robust mobile strategy, CBS earlier this year established a CBS Mobile division within CBS Interactive. Led by Cyriac Roeding, who said CBS Mobile is "about innovation and creating truly made-for-mobile experiences," the arm is focused on expanding the network's mobile operations across CBS Entertainment, Sports and News.

The Big Brother mobile channel will supplement regular programming from CBS Mobile, which is one of eight stations available on V-Cast's service. The others include Comedy Central, ESPN Mobile, FOX Mobile, and NBC 2Go.

CBS has previously worked with both MediaFlo and Verizon's V-Cast, as well as with Amp'd Mobile and Cingular. It has also delivered mobile video breaking news alerts for CBS News and text-message voting for such shows as the Emmy Awards.

Verizon's V-Cast Mobile TV is live in more than 30 markets from coast to coast, including Atlanta, Chicago, Las Vegas, Los Angeles, New York and Philadelphia.

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