• by Gavin O'Malley  @mp_gavin, May 5, 2006

CBS Thursday launched the third and final part of its sweeping broadband initiative, adding to its news and sports properties a page for streaming entertainment.

As an extension of CBS.com, the new section, "innertube," is home to original short-form programs aimed at younger audiences, as well as extensions of CBS shows like "Survivor." In time, it will also house entire prime-time episodes after they have aired on TV--and, in all likelihood, CBS classics like "I Love Lucy"--currently available on a pay-per-download basis on Google Video.

"CBS is literally bursting with entertainment content," boasted Nancy Tellem, president of the CBS Paramount Network Television Entertainment Group, adding that viewers "can expect archive classics at some point."

Innertube will initially stream three shows daily, a new program being posted each day, Monday through Friday. Programming will then be archived for on-demand viewing.

Offerings intended to rally younger consumers include a makeover series for college kids, dubbed "Greek To Chic," which educates its viewers on the virtues of ironing, and a scripted sketch-comedy series starring comedian Rick Najera, "BBQ Bill."

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.

The innertube service is launching with a strong sponsorship roster, including grill manufacturer Brinkmann Corporation, Cadbury Schweppes, the Chili's restaurant chain, Pier 1 Imports, and Verizon SuperPages.com.

CBS is currently engaged in both Web-exclusive and cross-platform deals with advertisers, said Kramer, adding that innertube will indeed factor into approaching upfront discussions.

"We're always looking for new opportunities for advertisers to engage with our shows," Kramer said.

Tellem said sponsors are helping to offset the relatively inexpensive production costs of CBS's original Web-exclusive content, but CBS is "certainly not looking for 100 percent coverage from sponsors."

CBS is in active discussions with its affiliates to determine when and under what conditions current shows will be available through innertube, said Kramer. "Involving them is very important," he said.