CBS Television Stations, a division of CBS Corp., is working with Microsoft Corp. to build a community-generated content initiative that uses Microsoft's new Silverlight technology. It is expected to launch in select markets later this year.
The Silverlight technology is a cross-browser, cross-platform plug-in for media use and applications on the Web. It is available to both Macintosh and Windows users on a variety of browsers including Internet Explorer, Firefox and Safari.
The new initiative, which was recently displayed in proof-of-concept form at the MIX07 conference in Las Vegas, helps bridge the gap between user-generated digital media and traditional TV broadcast. It will allow users of the CBS-owned stations' sites to view, upload, share, rate, comment, sort and search video, images, audio and text submissions. At the same time, the application allows CBS Television Stations' digital media groups to manage the community-generated content alongside the station's professional content in a single workflow.
"Broadcasting is no longer a one-way directional medium," Jonathan Leess, president and general manager of CBS Television Stations Digital Media Group said. "Audiences and advertisers are looking for compelling local content that speaks to them, to their families, to their neighbors. This project allows us to help foster that connection."
