Forbes.com interviews CBS Interactive head Quincy Smith. CBS, in our opinion, continues to have the most enlightened web strategy of the traditional networks–in large part because of Quincy. Key points:
- Goal is open syndication of content: multi-partner, nonexclusive, anytime, anywhere–not to force everyone to visit cbs.com [which they won’t]
- Internet users want to watch clips, not full-length shows. This probably won’t change: Given choice between at plasma TV and a laptop, most people will pick the TV.
- Successful clip production is about more than just chopping down TV or showing promos–there’s an art to it. [Note: This means extra talent and extra cost]
- Each of CBS’s major portal partners has particular demographic strengths; one size won’t fit all.
- We’re still talking with MySpace about portal partnership.
- We’re still talking to Hulu, but don’t understand why they are trying to build a destination site. It’s a waste of time and money and a distraction.
- We’re still working with iTunes but want more control over pricing–just like everyone else. We’re grateful to NBC for fighting that war for us.
- Most big media is still suffering from delusion that if sites don’t get their content, the sites will die. Keep dreaming.