CBS’Sphere

I recently attended the Paley Center Gala honoring Sumner Redstone for his outstanding contributions to the media industry. It was a bit of a Who’s Who affair, Tony Bennett sang, Charlie Rose was the emcee, The NYC Media was in Black tie, joining Barbara Walters and countless stars who attended.

One of the great things he shared during his speech is his belief that “Content is King”. It’s not just a throw-away line for him, nor CBS, it’s a philosophy they embrace wholeheartedly and one in which has driven their progressive outreach to bloggers. In 2007, CBS added our Contextual Widget connecting their content to the views of bloggers – you can find the Sphere icon at the bottom of all CBS articles. A few weeks ago, CBS took another important step, displaying links on each article page to bloggers writing about politics (ie, although it’s still available, you know longer have to click on the icon to discover who in the blogosphere is writing content that is contextually relevant to the discussion) . This is a more visible opportunity to connect Mainstream Media with the individual voice of bloggers. Just scroll to the bottom of any CBS Politics articles and you’ll find three links to blogs who are adding their perspective to the conversation.