October 7, 2013

CBS is expanding its mobile initiatives around full-episode streaming that began earlier this year with new Android and Windows 8 mobile applications.

The CBS app was previously rolled out in March for iOS devices and has since been downloaded greater than four million times. In an identical video-focused move, Family Feud has rolled out a mobile app that lets consumers watch full-length videos.

“We’re searching for an audience for exposure to view our content – as we’re seeing these platforms grow, we expect [Android and Windows 8] is where to be,” said Marc DeBevoise, executive vice chairman and general manager of entertainment, news and sports at CBS Interactive, San Francisco.

“There is a desire for this content on these devices, and that expands beyond the primary seven days of airing,” he said. “The demand is there, and other people really do want that content.”

Stream on mobile
The roll out of the hot app also marks the 1st time that primetime content would be available within the app eight days after it broadcasts. Via the app, consumers can watch four to 5 episodes of currently-running shows.

Daytime and late-night programming might be accessed within 24 hours of air time.

In addition to the primetime shows, the CBS app lets consumers watch series corresponding to Star Trek, Perry Mason and Macgyver.

A screenshot of the CBS app

CBS also recently updated the iPad version of the app to incorporate synched second-screen experiences and social TV features that customers can use while watching a program. These same features may be rolled out to the Android version of the app later q4.

Consumers get the same quantity of commercials via the app as they do watching programs on-air. However, the advertisements themselves differ across channels.

A BlackBerry 10 version of the app is predicted to roll out by the top of this year.

Video control
As another example of ways broadcasters are innovating within the mobile space, FremantleMedia North America’s Family Feud is additionally rolling out a video-focused app.

Family Feud worked with Beachfront Media at the app, and it’s available for iPhone and Android devices.

Consumers who download the app can search in the course of the show’s inventory of video content.

Video content is usually grouped into categories equivalent to greatest hits, audition videos and finest answers. Besides saving clips, consumers can even share them via social media.

A screenshot of the app

An update to the app so as to add commenting and user log-in is planned to roll out within the next month, and an iPad version can also be expected to launch.

The app is intended to bring some more value to video content that buyers are already watching on YouTube to assist the emblem monetize and control content.

“YouTube is a superb thanks to build an audience, but how do you are taking the audience and frame it where an audience is admittedly engaged and you may monetize” said Frank Sinton, CEO of Beachfront Media, Burbank, CA.

“It’s a no-brainer to do video ads inside the app, but eventually there are many how one can monetize,” he said.

“There’s lots of things to establish, but they felt just like the first step was easy methods to get an audience that was built on places like YouTube and get them in an atmosphere where i’m able to control it more.”

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York