Forsaking the online portal business model, CBS Corp. (CBS-A) has built an Internet distribution vehicle to offer up its TV programming through 10 new partners. Some of those they're partnering with are AOL (TWX), Comcast (CMCSA) and MSN (MSFT).
Referring to why they are partnering with so many companies and outlets, CBS Interactive President Quincy Smith said, "We don't want to be exclusive with anybody, because nobody should expect a content company to be. I don't think the world needs another portal."
The initiative will be monetized through an ad-sharing model between CBS and its partners so that viewers can watch for free.
Included with popular shows like "Survivor" and "CSI," will be a large amount of 
archived content from the CBS video library.
This is a continuation of the strategy of traditional media companies to offer their wares across multiple partnerships rather than allowing any one partner to dominate the distribution channels. "The object of the game is to bring it to the audience," Smith said.
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