CBS Aims Big with Two-Screen Screen Offering around Big Events and TV Series

CHICAGO -- Expect more two- and four-screen experiences across CBS' special events, sports and regular programming this quarter and into the first quarter of 2013, including for the biggest TV event of the year, the Superbowl, which airs on CBS in February. Beet.TV contributor Ashley Swartz spoke to Kenneth Lagana, Senior VP CBS Interactive Sales, at the Beet.TV Advertising Leadership Summit in Starcom's Chicago offices for a fireside chat into multi-screen eforts, digital buying strategies, and the upfront. CBS has aired exclusive companion programming on mobile screens synched up to some of its fall premieres, and is also planning a slate of second-screen content for the Victoria's Secret fashion show in early December, leading into the Grammys and the Superbowl in 2013. Last year's Grammys was a big social event for the network, so CBS is betting on more social media and second-scren tie-ins for that telecast in February, Lagana tells Beet.TV. In addition, CBS will continue to air exclusive content on digital platforms from the bands playing live on each episode of Late Show with David Letterman, he says."We are almost looking at each TV show as a live event," he explains, adding that social chatter can drive live viewing. Despite these efforts, the network is still trying to figure out the best pricing strategy for digital ads, he says. In some cases, money is moving from TV to digital, and in other cases the overall pie is growing. He expects deeper discussions about mobile at the next upfront. "The business has to be set up to take advantge of all of these things -- not just on publisher side but on the agency side too," he says.

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