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New CBS Sports OTT Service Goes Heavy On News, Not Events

CBS this morning launched its OTT service devoted to sports news, seven months after it first detailed such plans. Dubbed CBS Sports HQ, the 24-hour service is available at no cost to people via connected devices or mobile services. CBS modeled the service after its OTT news service, which launched in November ’14 and logged 287 million streams last year, up 17% from '16. “CBS has had a clear and effective strategy for over-the-top programming,” CBS Sports Chair Sean McManus told THE DAILY, referencing CBS All Access, CBSN and Showtime’s streaming service. “This is a continuation of what already has been successful for CBS.” CBS Sports HQ will feature news, highlights and analysis. The service, which is set up as a co-production between CBS Sports and CBS Interactive, has hired on-air talent that will be dedicated to the OTT service exclusively. But CBS said the new service also will use some current CBS Sports announcers and reporters. The net stressed that all coverage will be complementary to CBS Sports and CBS Sports Network, meaning that it will not simulcast any of those shows, at least not initially. The service will have the look and feel of a CBS Sports channel, with similar looking graphics and logos. It has a different strategy from other OTT sports offerings, like the upcoming ESPN+, because it will not carry events. McManus said it also will focus more on news and analysis and less on opinion. McManus: “CBS Sports HQ will not be an event-oriented product. We feel like the market and appetite is ready for a direct-to-consumer service that is just news, highlights and analysis." CBS Sports HQ will be available on the CBS Sports app, which is on Amazon Fire TV, Apple TV and Roku. It also is available via iOS and Android (John Ourand, Staff Writer).

USING EXISTING RESOURCES: CBS execs said that a "new CBS Sports HQ staff will work out of Fort Lauderdale." VARIETY's Brian Steinberg reports the company "intends to promote the new service" during CBS’ coming broadcasts of The Masters and the NCAA Tournament. CBS' Jenny Dell "will serve as an anchor" on the OTT service, as will Jamie Erdahl. CBS college football writer Dennis Dodd, NFL columnist Pete Prisco and college basketball columnist Gary Parrish also will contribute. Columnist Bill Reiter "will host 'Reiter's Block' every weekday afternoon on CBS Sports HQ" (VARIETY.com, 2/26).

EFFECTIVE STRATEGY: DIGIDAY's Sahil Patel writes under the header, "Targeting 'Superfans': How CBS Is Aggressively Embracing Streaming." CBS has "been one of the most aggressive networks in capturing new and existing viewers as they shift toward OTT consumption." Digital subscription products also "aren’t exactly new to CBS," as the company in the past has "rolled out products such as the $10 monthly March Madness on Demand." CBS Chief Digital Officer Jim Lanzone said, "We’re not doing anything simply as an investment with the hope that one day it pays off -- we had to prove with our business plan that we can do this profitably. The good thing about internet products is you don’t need to guess. You can model it out: If you get this many users, which can turn into this number of subscribers, at this retention rate, with this subscription fee and at these advertising rates, it will equal this amount of money." CBS Sports Digital Exec VP & GM Jeff Gerttula added, "Because of the work we’ve already done in launching direct-to-consumer services within news and entertainment, there’s a lot of work that’s already been done internally that we can leverage." Patel noted the "decision to go the free and ad-supported route with CBS Sports HQ is also driven by the desire to reach younger viewers." The average age for the CBSN OTT service is 38, which is "more than 20 years younger than the average ages" of people who watch Fox News, CNN and MSNBC on linear TV (DIGIDAY.com, 2/26).

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