• by Gavin O'Malley  @mp_gavin, April 13, 2007

Giving further credence to the power of online partnerships, CBS Corp. has established a broad Internet distribution platform for its TV programming through deals with 10 major companies, including AOL, Comcast, and MSN.

Nearly a year ago, CBS launched a home for its programming dubbed "innertube." Now, rather than restricting its programming to one branded hub, fans of CBS shows--including "CSI," "Late Show with David Letterman," "Survivor," "CBS Evening News with Katie Couric"--will now have their pick of online venues.

Spreading the wealth, CBS's other distribution partners include CNET Networks, Joost, Bebo, Brightcove, Netvibes, Sling Media, Veoh, and Akamai Technologies.

"It's really all about the user," said Quincy Smith, president of CBS Interactive. "In remaining open to all online distributors and community builders--big and small--we can learn more about our existing audience, be exposed to new ones, and flexibly cater to their changing consumption habits."

The move reflects a growing willingness among media companies to free their wares online as content distribution and monitoring technology improves.

Just last month, News Corp. and NBC Universal unveiled plans to launch an online video venture this summer, which will similarly distribute programming over a large network including--but not limited to--Yahoo, MSN, AOL and News Corp.'s MySpace.

Along with being a distribution partner, AOL's Advertising.com will provide display and video ad management services for the yet-unnamed site, as well as its dedicated video player destined to be embedded on countless partner sites.

Naturally, the new CBS Interactive Audience Network's chief purpose is to grow the company's audience and traffic numbers.

"CBS is finding new ways to leverage the reach and scale of the portals, while also giving consumers the control they increasingly demand to share content," said Curt Hecht, chief digital officer at GM Planworks.

Viewers can watch the programs for free, with ad revenue split between CBS and its partners. "CBS will begin selling the CBS Interactive Audience Network in the coming weeks, including the upcoming upfront marketplace," said a company spokesperson.

To head its bourgeoning digital marketing strategy, CBS last month picked up Patrick Keane -- formerly Google's head of ad sales strategy--as executive vice president and CMO of CBS Interactive.

Under the guidance of CBS CEO Leslie Moonves, Quincy Smith--recently appointed head of CBS Interactive--has been assembling a stable of digital executives. Late last year, CBS Interactive brought on former Yahoo executive Michael Marquez as its vice president of strategy and corporate development.

Last November, Smith replaced Larry Kramer as president of CBS' interactive operations. Smith, a Silicon Valley insider who most recently worked for Allen & Co., is heading the newly formed CBS Interactive, which encompasses all initiatives and partnerships involving the Web, mobile and video gaming. (Kramer is still attached to CBS in an advisory role.)

To be clear, online partnerships are nothing new for CBS, which has previously entered into existing and ongoing content distribution arrangements with Yahoo, Apple iTunes, Microsoft's Xbox, and Amazon UnBox, among others.

Likewise, in the realm of mobile, CBS employs direct agreements with each of the three largest U.S. wireless carriers--AT&T/Cingular, Verizon Wireless and Sprint--as well as Qualcomm MediaFLO.