Devoted to online marketing, viral marketing, and web marketing

CBS (CBS-A) had hopes that its Innertube initiative last year would draw a large amount of viewers to the site to watch their TV fare. It hasn't worked. They found out that they can't force people to come to one site.

The major problem the company has is its demographic. Of the big networks, they have the oldest viewership, so efforts to drive TV viewers to the Web site hasn't worked.

In response they're changing their strategy to a syndication model to get their video offered to as many places on the Web that they can.

"We can't expect consumers to come to us," says Quincy Smith, the president of CBS Interactive. "It's arrogant for any media company to assume that."

While Smith's comment may be true, as I said, they're in a less desirable place for drawing their viewers to their Web site, so this doesn't necessarily mean that the attempts coming this summer by other networks will necessarily fail. But it does make sense to offer up as much syndication as possible, enhanced by their own sites.

The key reason that CBS is able to do this more than others is they don't have the size of holdings in cable networks that the other media companies have, so it won't cannibalize their cable revenue streams like it would the other networks.