CBS creates wireless entertainment division

The interactive arm of CBS said it is creating a new division to focus on building the company’s wireless entertainment properties.
The creation of CBS Mobile is the latest step in CBS’ mobile video strategy. Already CBS has inked deals to distribute its video clips on Verizon Wireless’ Vcast service, as well as on platforms from Cingular Wireless L.L.C., Amp’d Mobile Inc. and Qualcomm Inc.’s MediaFLO service.
Cyriac Roeding, who previously served as vice president for CBS’ wireless efforts, was named executive VP of the new division. He’ll report to Quincy Smith, president of CBS Interactive.
Roeding shepherded mobile initiatives at CBS including the introduction last year of breaking video news alerts for CBS News and “Entertainment Tonight” on cellphones. CBS has said it plans to introduce original mini-soaps for the cellphone this year.
In conjunction with the new division, CBS also introduced several new sites for mobile users. The new sites, CBS Mobile Store, CBS SportsLine and CBS News, were developed in partnership with wireless technology company Volantis.
By the end of the third quarter of 2006, the United States counted about 5.1 million mobile video subscribers, double the number at the end of the first quarter, according to mobile research firm Telephia.
CBS is following a widespread trend in the media world, where large media companies are forming divisions specifically to focus on wireless. Indeed, MTV recently reorganized its wireless efforts.
Daisy Whitney is a reporter with TV Week, a sister publication of RCR Wireless News. Both publications are owned by Crain Communications Inc.