CBS is looking to improve upon their popular on-demand video player for the upcoming NCAA basketball tournament by letting external sites and blogs to add CBS created content. The content will range from applications dedicated solely to brackets, live scores, news, and more. Essentially what CBS is doing is reversing the tradition of driving everyone to their site for content. Instead, CBS is driving the content of their site to anyone else who wants it. The applications will all link directly to CBSsports.com, so there is an element of driving people to their site, but it’s something new.
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Meanwhile AdWeek is reporting that ad revenue from this year’s March Madness on-demand player has almost reached $30 million, a 20% increase over last year’s revenue. CBS found major sponsors in AT&T, Coke, and Pontiac. Comcast has agreed to sponsor the first “Boss Button.” When clicked the Boss Button will display a fake spreadsheet on the screen so that an employee can appear to be hard at work instead of watching the tournament.