• by Gavin O'Malley  @mp_gavin, January 28, 2009

CBS Corp. today is releasing details behind its forthcoming cross-platform financial information property, MoneyWatch.com.

An extension of CBS Interactive's business site BNet, MoneyWatch is slated to launch officially this spring.

"The financial crisis has changed the game," said Greg Mason, SVP and general manager of CBS Interactive's Business Network. "The research we're conducting shows that people feel duped, they feel dumb--and people want to take control of their financial well-being. MoneyWatch is going to be very much oriented toward one's long-term financial well being."

Targeting professionals, the personal finance site will be featured throughout the CBS broadcast, radio and mobile platforms, while its editorial talent will be featured as regular contributors on CBS News shows, including "The CBS Early Show," and "CBS Evening News," along with local CBS TV and radio stations.

CBS is just beginning to discuss sponsorship opportunities with financial services brands, according to Mason--one of whom is likely to sign on as an exclusive sponsor during the first three months of MoneyWatch's existence.

"This is not a cookie-cutter type program," Mason told Online Media Daily. "We're looking to go deep with a couple sponsors."

And early response from potential brand sponsors has been very strong, according to Mason. "Financial services providers are working to regain the trust of consumers, which our editorial approach will help with."

The broader MondayWatch operation is being led by Eric Schroenberg, former managing editor of Money magazine.

MoneyWatch.com sections will include "The Big Picture," which will attempt to draw a connection between people's lives and the massive economic changes afoot; "Human Capital," which is based on the notion that a person's most valuable financial asset is their earning power; and "Cash Flow," which focuses on the everyday money decisions.