Case Study: thePlatform - CBS.com

Overview:

As the online extension of the CBS network’s on-air brand, www.CBS.com offers video, text and interactive content that supports and enhances its television programming.

Through the website’s evolution over time, the CBS web team found that the code base for media players across CBS sites and third-party properties had become decentralized. At the same time, the network was looking to rework the site to add new advertising revenue opportunities. They sought to introduce Web 2.0 features as well as consistent CBS branding across syndication partner sites.

Challenge:

The schedule to redesign the CBS site and implement new features was very tight. There was also very little definition around plans to implement newer ad models to enhance revenue opportunities. Another challenge was the need to integrate many different third-party applications into the code base of the new media player. Aimed at maximizing revenue opportunities and ease of use, these applications included Panache ad overlay technology, DoubleClick and Omniture tracking, thePlatform system to upload and publish video and other media, as well as proprietary CBS applications for video.Continue >