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"This puts some of our best material in front of people who might not ordinarily be watching the show,” “60 Minutes” executive producer Jeff Fager told Advertising Age. “I feel we do a lot of stories that appeal to every age group, but if younger people knew what we're doing they'd like it more than they think.”
Chasing the young demo
Recent newsmakers appearing on “60 Minutes” have included U2 and Michael Jordan. "The most important thing to me is to bring in more young people,” Mr. Fager added. He confirmed that Yahoo was handling ad sales on the show. The Tiger Woods preview package is sponsored by Buick.
A quick check of Yahoo's video page reveals the extent to which individuals are already posting content from the show themselves. "60 Minutes" content can be found on Yahoo through links to undergroundclips.com, which has a segment featuring Jon Stewart, and chevrofreak.com serving up a "60 Minutes" segment called "Find the Gun."
Yahoo is expected to bring a little order to the chaos, however. The Web giant is creating a microsite dedicated to "60 Minutes," with details on forthcoming episodes and additional content once each episode has aired. The shows will be archived and offered for free. Vince Messina, Yahoo entertainment category officer, this week said Yahoo's focus was to increase the amount of video at its site.
"The past has been about bringing online existing assets to news stories and creating a compelling experience," said Neil Budde, general manager Yahoo News. "To me the next phase is really about what we can do to create things uniquely for online to take advantage. It may be offering content that doesn't exist anywhere else."
Among the potential plans for the "60 Minutes," site are tapping the Yahoo community to add interactivity via polls, ratings, interactive maps and time lines. The Yahoo brand name will appear on the show come fall to point viewers to additional material at the site.
For CBS, the deal helps it gain greater traffic for the weekly show, while assisting Yahoo to add more content to help draw viewers in to its video page. Users can already watch "60 Minutes" through CBS's Web site, CBSNews.com. The two companies have worked together previously. In December, Yahoo streamed full episodes of two CBS comedies, "Two and a Half Men" and "How I Met Your Mother."
Exploring emerging media
CBS has been one of the most aggressive networks at exploring emerging media opportunities. Earlier this week, the company linked with Verizon's FiOS TV, a new TV service delivered over fiber optic cables. CBS, which is also making its content available in video-on-demand format, is being paid by Verizon for its content. The company has also linked with Google Video to provide programming, and posts podcasts of "60 Minutes" to Apple iTunes. There are no advertisers currently attached to the podcast.