CBS Lab Distributes Online Video Clips to Promote Shows

In a YouTube-like effort to promote shows through the creation and distribution of user-generated content, CBS announced the launch of a digital production studio that will present bite-size video clips as an entertainment and marketing tool. The network is capitalizing on the short attention span of most online viewers by reducing full-length feature episodes to clips more reminiscent of those seen on YouTube.

The idea is to make the clips look more like content than like a traditional promotional tool. According to CBS, inspiration for EyeLab came from a video posted on YouTube last year called "Endless Caruso One Liners." The clip showed a montage of scenes from CSI Miami showing star David Caruso muttering key phrases at the scene of the crime. According to YouTube, the clip had been viewed more than a million times.

CBS hired twenty-something digital video editors to create similar content for the lab, and will also distribute content created by users themselves.

It seems that CBS made a smart move by tailoring its tactics to the demographics of the online audience. While the success of YouTube prompted many networks to feature full-length video clips, the trend is now back to shorter clips that are able to link back to the shows.

What's interesting is whether or not the network's strategy of selling ads embedded in the clips will be successful. Online users traditionally shun corporate advertising in content, as it seems to go against online culture and behaviour.

What do you think? Will advertising work in CBS' revised strategy to create and distribute bite-size video clips?