CBS News 24-hour digital news channel will be called CBSN and the network is preparing to launch a marketing campaign around it featuring the tagline “CBS News. Always On.”
CBS has filed trademarks for “CBSN” and the tagline in recent weeks.
The network is in the final stages of developing the project but an exact launch date for the network has not yet been set, though reports are that it is aiming to launch by election day, Nov. 4.
The channel, which will stream live to TV sets, P.C.s and mobile devices, mimics the look of cable news channels, but in a less formal newsroom setting. CBS News correspondents Jeff Glor and Elaine Quijano are among the anchors for the service, which will also feature original reporting from all of CBS’ reporters. CBS has been hiring production staff for the service over the last few months.
CBSN bears some visual similarity to CNN’s CNNgo service, according to a mockup. A large video box takes up most of the screen, and a lineup of subjects is situated on the left, letting users go back in time to see segments they missed, or letting them know what is coming up next. Users can also go full-screen with the video if they want to focus on that particular story. The look of the service is still described as preliminary, so it will likely end up changing before the final product launches.
The service will feature stories trending on CBSNews.com, in addition to more traditional segments from correspondents, a source said. It is also expected to have original interviews with correspondents about their stories, and interviews with guests. In addition, the service will highlight text stories on CBSNews.com. A promo video created by CBS suggests that a CBSN video box could be added to the CBSNews.com homepage.
Social media will play an important role in the service, with users encouraged to interact with CBSN accounts on Twitter, Instagram and other social media hubs.
CBSN is similar to a product offered by ABC News for users of ABCNews.com, iOS devices and Apple TV. The ABC News service has a livestream for eight hours each day, and also features segments from ABC News programming. Both ABC’s product and CBSN are effectively backdoor cable news channels, giving the broadcast news divisions relevance in the 24-hour new cycle.
The upcoming launch will follow CBS' unveiling of CBS All Access, a paid subscription service that lets users watch CBS programming on any device for a monthly fee of $5.99. It is not clear whether CBSN will be incorporated into that service when it launches, but it will be available for free to consumers via CBSNews.com, and via apps for mobile devices.
from Capitol New York
