NCAA Fully Presses Final Four Online

CBS and the NCAA have officially pulled out all the stops in their pursuit of Final Four-related broadband video this year. For four hours today, beginning at noon, a CBS affiliate Web site and will stream live coverage of the ritual pre-finals open practice alongside sponsor advertising.

CBS affiliate WISH-TV in Indianapolis, Ind.--where the games are taking place--is providing an uninterrupted and unedited look at each of the four teams competing for the NCAA Men's basketball championship. The NCAA will then use WISH-TV's feed to offer the coverage nationally through

Jeff White, WISH-TV president and general manager, said he was encouraged by the NCAA to help raise awareness for the finals. "We're really just experimenting in preparation for future Final Four coverage, which the NCAA wants to made as big as Superbowl Sunday."

The four hours of die-hard-fan-pleasing coverage will complement hours of other streaming footage this weekend.,, and a co-branded microsite hosted by and Coca-Cola will offer live coverage of the festivities and events surrounding the tournament, including game analysis, pep rallies, and the "My Coke Fest" music concert featuring Carrie Underwood and John Mellencamp, among other performers.



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