CBS has launched its second Web site in less than a month. In mid-May, it was Innertube, made up of video clips and some original program content.
Today, it's Showbuzz (www.theshowbuzz.com), a one-stop site for recycled CBS News' entertainment coverage as well as for purchasing items including books, Broadway and movie tickets, and music. Ad sales in the entertainment section were so strong, CBS decided to create another standalone site to take advantage of the sponsor demand. Showbuzz features on-demand video news clips, maps, and blogs.
"The future of media companies, the future of the Web is about finding additional revenue streams for content you already have or to support the people who create that content," explained Larry Kramer, chief of CBS Digital, in comments to USA TODAY.
The risk in aggregating archival content into a supposedly 24/7 live Web site is obvious in Showbuzz's debut. The Music page's lead item is a n almost 3-month old story about Billy Joel checking into rehab. The story is also sourced from AP. That's a sour note.
An analyst with Forrester Research is encouraging CBS in the idea of being a content and marketing site. "There's definitely an opportunity, especially if it cuts across entertainment," Josh Bernoff told USAT.
In line with CBS's mantra, produce and report once, and reuse frequently, don't be surprised to see other "verticals" soon for Politics (it's an election year) and Health.
Disclaimer: I own shares of CBS.